基于技术采纳与利用模型大学生网上购物行为影响因素研究.docVIP

学校编码：10173 分类号 密级 学 号 UDC 硕 士 学 位 论 文 , the Study of Impacting on University Students’ Online Shopping Behaviors: ——as Dalian area Example 刘爱柳 指导教师姓名： 赵宁教授 一级学科名称： 管理学 二级学科名称： 企业管理 论文答辩时间： 2008年12月6日 答辩委员会成员： 邱国栋、于晓霖、李桂艳 汪旭晖、鲁军 摘 要 网上购物作为一种创新的购物方式，有着传统购物无法比拟的优势，它打破了地域、政治和时间的障碍，提高了消费者购物的效率和质量。然而，自2003年始崛起的中国网购市场到今天为止）） 本文的创新之处在于采用了最新的电子商务模型——技术采纳与利用整合理论（UTAUT），并以大学生为研究对象，结合中国国情进行实证分析，也就是通过对大连地区大学生进行实证研究，来证实模型在网络购物领域中的可行性，同时揭示网上购物影响因素所带来的实践意义。 关键字：大学生，网上购物，影响因素 ABSTRACT As a new shopping style, on-line shopping has more advantages than traditional shopping style which removes obstacles of time, place and politician and improves the quality and quantity of shopping. Since 2003 the speed of on-line shopping is low. There is two reasons including customers and shopping environment. So the reasons should be found which influence the development of on-line shopping in order to further the development. The thesis taking Dalian area college students as object study, on the unified theory of acceptance and use of technology （UTAUT） model and through reading large amount of relevant document, sum up the factor affecting college students web shopping behaviors, and extend out the relative aspect variable of product factor and website factor on original model. On base of the unified theory of acceptance and use of technology （questionnaire investigations, seven factors are confirmed such as perceived usefulness （PU）, job-fit （JP）, effort expectancy （EE）, perceived ease of use （PEOU）, perceived behavioral （PE）, compatibility/ image and facilitating conditions （FC）. Main factors are effort expectancy （EE）, perceived usefulness （PU）, job-fit （JP） and facilitating conditions. Using SPSS12.0 software empirically validate the unified model. The conclusion is drawn that the six factors have significant positive influence on behavioral intention in addition to job-fit. The influence of factors impacting on college s