人类工效学
人類工效學
인류공효학
ERGONOMICS
2009年
3期
22-25,71
,共5页
网上购物意向%开放性人格%信任倾向%网上购物ETPB模型
網上購物意嚮%開放性人格%信任傾嚮%網上購物ETPB模型
망상구물의향%개방성인격%신임경향%망상구물ETPB모형
online shopping intention%theory of planned behavior model%openness to experience%trust propensity%online shopping ETPB model
整合了以往的计划行为模型、技术接受模型、交易成本分析,提出了网上购物扩展的计划行为模型(ETPB),并对该模型用结构方程进行了验证.结果发现,开放性人格通过网上购物行为控制正向影响网上购物意向,信任倾向分别通过网上购物交易成本、主观参照正向影响网上购物意向.对于大学生来说,开放性人格对网上购物意向有间接正向影响,而信任倾向、网上购物风险对网上购物意向没有显著的影响;对在职人员来说,信任倾向通过网上购物交易成本间接正向影响网上购物意向,网上购物风险对网上购物意向有直接正向影响,而开放性人格对网上购物意向不存在显著的间接影响.
整閤瞭以往的計劃行為模型、技術接受模型、交易成本分析,提齣瞭網上購物擴展的計劃行為模型(ETPB),併對該模型用結構方程進行瞭驗證.結果髮現,開放性人格通過網上購物行為控製正嚮影響網上購物意嚮,信任傾嚮分彆通過網上購物交易成本、主觀參照正嚮影響網上購物意嚮.對于大學生來說,開放性人格對網上購物意嚮有間接正嚮影響,而信任傾嚮、網上購物風險對網上購物意嚮沒有顯著的影響;對在職人員來說,信任傾嚮通過網上購物交易成本間接正嚮影響網上購物意嚮,網上購物風險對網上購物意嚮有直接正嚮影響,而開放性人格對網上購物意嚮不存在顯著的間接影響.
정합료이왕적계화행위모형、기술접수모형、교역성본분석,제출료망상구물확전적계화행위모형(ETPB),병대해모형용결구방정진행료험증.결과발현,개방성인격통과망상구물행위공제정향영향망상구물의향,신임경향분별통과망상구물교역성본、주관삼조정향영향망상구물의향.대우대학생래설,개방성인격대망상구물의향유간접정향영향,이신임경향、망상구물풍험대망상구물의향몰유현저적영향;대재직인원래설,신임경향통과망상구물교역성본간접정향영향망상구물의향,망상구물풍험대망상구물의향유직접정향영향,이개방성인격대망상구물의향불존재현저적간접영향.
This research integrated the previous models, TPB, TAM, TCA, and developed a expanded TPB model and test the ETPB model by LISREL. The results indicated that Openness indirectly influence the online shopping intention through online shopping self - efficacy positively while trust propensity does through online shopping transaction coat and subjective norm respectively. For college students openness has indirect positive effect on online shopping intention while trust propensity (through mediating variables) and online shopping risk have no significant effect on online shopping intention; for employees trust propensity (through subjective norm) and online shopping risk have significant effect on online shopping intention but the indirect effect of openness on online shopping intention is not significant.
