CAJ | 학술논문

以社会化电子商务为基石，大力促进女性网络消费，是新型电子商务的发展趋势。基于技术接受模型，以消费情感理论和信任理论作为参考，最终构建了概念模型———社会化电子商务对女性消费者化妆品网络消费影响因素模型。通过调查收集了511份有效问卷，利用结构方程模型方法对构建的研究模型进行了实证检验。研究结果表明，对于女性消费者而言，在化妆品网络消费方面，感知网购有用、感知网购易用、消费情感理论和信任理论都具有积极的影响。
이사회화전자상무위기석，대력촉진녀성망락소비，시신형전자상무적발전추세。기우기술접수모형，이소비정감이론화신임이론작위삼고，최종구건료개념모형———사회화전자상무대녀성소비자화장품망락소비영향인소모형。통과조사수집료511빈유효문권，이용결구방정모형방법대구건적연구모형진행료실증검험。연구결과표명，대우녀성소비자이언，재화장품망락소비방면，감지망구유용、감지망구역용、소비정감이론화신임이론도구유적겁적영향。
The developing trend of brand-new electronic commerce takes social electronic commerce as the cornerstone and energet-ically promotes the female online consumption. Based on the technology acceptance model, the consumption emotion theory and the trust theory, the paper aims to establish a conceptual model, i. e. the affecting factors model of social commerce on female online cosmetics consumption. By using the structural equation modeling method to analyze the 511 valid questionnaires collected, we con-ducted an empirical test of the construction of the model. The result shows that female consumers' perception of the usefulness and ease of online shopping, the consumption emotion theory and the trust theory have a notable impact on the online consumption of cos-metics made by female consumers.