CAJ | 학술논문

儒家思想对我国农村居民的价值观具有深远影响，而价值观影响着购买动机与购买行为。本文将购买动机作为中介变量，对现有儒家价值观量表进行改进，从“好面子”、“行为与地位相符”、“倾听他人”、“朴实稳健”四个维度对儒家价值观进行测量，将农村居民网购动机提炼为“求实”、“求新”、“求名”和“求廉”；通过创建农村居民网购动机量表，利用SPSS统计软件对数据进行分析，使用AMOS软件进行结构方程检验，用实证方法验证儒家价值观对我国农村居民网购行为的影响路径及强度。
유가사상대아국농촌거민적개치관구유심원영향，이개치관영향착구매동궤여구매행위。본문장구매동궤작위중개변량，대현유유가개치관량표진행개진，종“호면자”、“행위여지위상부”、“경은타인”、“박실은건”사개유도대유가개치관진행측량，장농촌거민망구동궤제련위“구실”、“구신”、“구명”화“구렴”；통과창건농촌거민망구동궤량표，이용SPSS통계연건대수거진행분석，사용AMOS연건진행결구방정검험，용실증방법험증유가개치관대아국농촌거민망구행위적영향로경급강도。
Confucianism has a far-reaching influence on the formation of Chinese rural residences′values, and values affect the purchase motivation and purchase behavior.This paper improves the existing Confucian values scale by taking the purchase motivation as an intermediary variable, measures the Confucian values from the four dimensions of “caring about face-saving”,“the consistence of behavior and position”,“listening to others” and “simple and steady”, and sums up rural residents′online purchase motivation into“seeking realistic”,“seeking innovation”,“seeking fame” and“seeking low-cost”; Through the creation of rural residents′online purchase motivation scale, using SPSS statistical software to analyze the data, using AMOS software for structural equation testing, the paper verifies the influence of the Confucian values on the path and intensity of rural residents′online purchase behavior with empirical method.