CAJ | 학술논문

当今网络团购已成为电子商务的新兴力量,大量团购网站涌现。以团购网站为研究对象,基于期望证实模型（ECM）构建了影响团购网站继续使用行为的因素研究模型（该模型包含感知有用、感知经济性、感知愉悦、信任、满意、证实、继续使用意愿等7个因素）,并对用户使用团购网站后影响其继续使用行为的因素进行了实证分析和验证。结果显示：用户的预期感受与实际使用后的证实程度对感知经济性、感知有用、满意有显著影响;感知经济性、感知有用、满意等3个因素对用户的继续使用意愿有显著影响,而信任因素对使用意愿的影响不显著。
당금망락단구이성위전자상무적신흥역량,대량단구망참용현。이단구망참위연구대상,기우기망증실모형（ECM）구건료영향단구망참계속사용행위적인소연구모형（해모형포함감지유용、감지경제성、감지유열、신임、만의、증실、계속사용의원등7개인소）,병대용호사용단구망참후영향기계속사용행위적인소진행료실증분석화험증。결과현시：용호적예기감수여실제사용후적증실정도대감지경제성、감지유용、만의유현저영향;감지경제성、감지유용、만의등3개인소대용호적계속사용의원유현저영향,이신임인소대사용의원적영향불현저。
Online group purchase has become a promising impetus in the era of electronic com- merce, which is featured by a large number of group purchase websites. In this paper , based on the Ex-pectation Confirmation Model （ECM） with some adjustment, some group purchase websites are selected as the research object and the structural equation model is introduced in the empirical analysis of the the-ory and assumptions. The factors of the consumers＇ continual use intention after initial use is studied and the model is verified. The research model consists of seven factors including perceived usefulness, perceived economy, perceived enjoyment, trust, satisfaction, conformation and continual use intention. Nine assumptions are also presented in this paper. The result shows that the consistency between con-sumers＇ expectation and user experience greatly influence perceived usefulness, perceived economy and satisfaction, which in turn, imposes significant impacts on the customers＇ continual use intention, yet factors like trust has no significant effect on the continual use intention.