基于消费者网上拍卖行为意图驱动模型的实证分析-企业管理专业论文.docxVIP

AbstractIn Abstract In practice，the Internet grows vigorousl y，more and more PeopIe beginning t0 experience pleasure of onIjne auction．Much business js jmposs-ble under t11e traditionaI mode of ba曙ain is becomjng reality under the help ofInternet．Along wjth expanding economy and increased peop】e， onIine auction w川become people’s daily Iife qujckly．Look back past reIated culturalheritage，we discover the research of consumers’behavioral intention in onlfne auction not much．￡herefore， t¨s topic is wOrthy ofto inquiry into fLlrtller At nrst，according to the pIan behaVior(TPB)，this thesis djVided the structure of online 虬Iction consumers’behavioral intention into attitude toward online auctjon bellavio‘subjectjve norm，percejved behavjoral contmI This thesis further referred to the decomposed TPB of Taylor Todd and the research in e—commerce of Ki n1Kjm，then decomposed a竹Itude toward on】jne auction behavior into four components： reIative advantage， compat-bility， compIexity and perceived—sk．And decomposed subjective norm into components：important otherS and social norm At IaSt， perceived behavioral contr01 and self_e衙cacy of BandLlra social cognitive t11eory quite sjmilaL So thjs study me唱ed the concept ofthe sociaI cognitive theory’then decomposed perceived beJlavioraI contro】jnto two components：onIine transac“on self．e衔cacy and Internet selfefficacy The resuIts of demonstrable analysis f0110ws：(1)attitude toward the online auction behavior， perceived behaVioral controI signmcantly pos{t{Vely a盹ct consumersbehaVjoraIIlltentjon；(2) compatIbjlity signmcantly posmely a仟ect砒itude the online behaVioL but complexity and perceived risk signi们cantIy negatjVeIy affect it：(3)jmponant oIhers and social norm signmcanIIy posjfively af诧ct subjecIive norm；(4)onIine transaction self-e衔cacy and 111telnet self_e仟icacy signmcantIy positively a髓ct perceivedbehaviora【contr01． Key words：the plan behaVior theo吼onljne auction，consumers，behavioral jntenIion 学