CAJ | 학술논문

随着互联网的普及，网上购物已成为消费者重要的购物形式。采用因素分析的方法对中国文化背景下消费者网上购物影响因素的内容结构进行探究。通过自行编制的消费者网上购物影响因素问卷，对全国5个城市850名网购消费者进行问卷调查，获得779份有效问卷。探索性因素分析（n=329）表明，我国消费者网上购物的影响因素由店家的服务质量与态度、网站交易的便捷性、商品价格的优越性、商品质量的可靠性、商品信誉和送货服务的便捷性六个维度构成。六因素模型在验证性因素分析（n=450）中得到了较好地验证。内部一致性分析和相关分析的结果表明，基于我国经济和文化背景下编制的消费者网上购物影响因素问卷具有较好的信度和效度，这对于我国的网店经营者和B2C产业的发展提供了一定的理论支持。
수착호련망적보급，망상구물이성위소비자중요적구물형식。채용인소분석적방법대중국문화배경하소비자망상구물영향인소적내용결구진행탐구。통과자행편제적소비자망상구물영향인소문권，대전국5개성시850명망구소비자진행문권조사，획득779빈유효문권。탐색성인소분석（n=329）표명，아국소비자망상구물적영향인소유점가적복무질량여태도、망참교역적편첩성、상품개격적우월성、상품질량적가고성、상품신예화송화복무적편첩성륙개유도구성。륙인소모형재험증성인소분석（n=450）중득도료교호지험증。내부일치성분석화상관분석적결과표명，기우아국경제화문화배경하편제적소비자망상구물영향인소문권구유교호적신도화효도，저대우아국적망점경영자화B2C산업적발전제공료일정적이론지지。
With the development of the Internet, online shopping becomes one of the most important forms of shopping. The purpose of the current research is to investigate the structure of consumer's online shop- ping influence factors and develop an indigenous measure in Chinese context. Using the Consumer's Online Shopping Influence Factors Questionnaire which we developed,the data was collected from subjects(n=779) in five cities of China. The survey data was mainly analyzed with exploratory factor analysis (EFA) and confirmatory factor analysis (CFA). The EFA of data from a sample of 329 subjects showed that this questionnaire was a six-dimension construct in China, which included service quality and attitude of vendors, convenience of transaction on the website, advantage of price, reliability of quality, trust and con- venience of delivery service. The CFA of data from another sample of 450 subjects further confirmed the questionnaire's factorial validity. Internal consistency analyses and correlation analyses showed that the questionnaire had proper reliability and high validity. The current research will provide theoretical implication for development of vendors on the internet and B2C industry.