大众创业背景下专业市场经营户转向电商的研究.docVIP

PAGE PAGE 39 大众创业背景下专业市场经营户转向电商的研究 摘要：在互联网时代，电子商务发展迅猛，潜力巨大。现如今，已有不少传统专业市场认识到电子商务的重要性，纷纷通过自建电子商务网站、与专业网站合作等方式，实现交易模式的多元化，加快自身转型的步伐。但仍有许多专业市场固步自封，依然采取传统的销售模式。专业市场能否与时俱进，应用电子商务，技术创新，模式创新来实现传统专业市场的创新与发展，实现转型升级具有十分重要的意义。因此，本问对于研究影响专业市场经营户使用电子商务的关键因素具有一定的现实意义以及理论意义。 本研究以技术接受与使用统一模型（UTAUT）为基础，在基础模型的绩效期望、努力期望、社群影响、转型意愿以及转型行为的基础上增加了群体目标激励以及个体目标激励两个因素，构建了本文的研究模型。为了对此次研究对象有更直观、全面的了解，笔者多次前往杭州龙翔桥精品服装城进行问卷的发放以及实地调查。本研究运用SPSS、AMOS软件对数据进行科学分析，验证研究假设，得出社群影响是影响转型意愿的关键因素，绩效期望及努力期望也对转型意愿有较大影响，个体目标激励对于转型意愿、转型行为均有较明显的影响。最后本文也根据数据分析结果对专业市场经营户使用电子商务提出了具有针对性的建议。 本研究的可能的创新点主要有两点，一是本研究的结果验证了UTAUT模型对于专业市场经营户使用电子商务的行为具有较好的解释力；二是本研究将目标激励与技术接受理论相结合，在UTAUT模型中加入目标激励的因素，提出了目标激励对于经营户使用新技术的作用，丰富了该领域的研究结果。 关键词：专业市场；电子商务；技术接受；目标激励 The Research about Specialized Market’s Operator transforming toward E-commerce under the background of entrepreneurship Abstract: In the Internet era, fast development of electronic commerce, has huge potential. Today, there have been many traditional professional market aware of the importance of electronic commerce, by self-built e-commerce sites, cooperation with professional web site, realize the diversification of trading mode, accelerate the pace of its transformation. But there are still many professional market stuck in the past, still adopts the traditional sales model. Professional market can keep pace with The Times, e-commerce applications, technical innovation, model innovation to realize the innovation and development of traditional professional market, realize the transformation and upgrading is of great significance. Therefore, this research for the key factors influencing the enterprises using e-commerce professional market research has certain practical significance and theory significance. This research in technology acceptance and use the unified model (UTAUT) as the foundation, the basic model of the performance of the expectations, the efforts of expectations, community impact, willingness and transformation behavior on the basis of increased group t