| 摘要: |
| 随着信息技术的迅猛发展,网络购买体育用品已经成为越来越多消费者的选择。为此,分别构建基于 TAM、TPB、DTPB与 TAM-TPB的体育用品网络购买意愿结构模型,并对其适用性和优劣性进行比较,以为今后模型选择问题提供理论参考。采用结构方程模型 (SEM)对445份有效样本数据进行分析,发现,从模型拟合度和简约性来看,TPB 优于 TAM、TAM-TPB、DTPB。从模型解释力来看,4个竞争模型相差无几,TPB 在购买意愿上的解释力略优于其他模型,但 DTPB 在态度上的解释力优于 TAM 和 TAM-TPB。从路径系数及其显著性来看,态度是购买意愿最为重要的影响变量,感知易用性与感知有用性、感知有用性与态度、态度与购买意愿之间的显著性关系在不同模型构造下具有高度的稳定性。经综合考量,认为 TPB用于分析消费者体育用品网络购买意愿最为恰适。 |
| 关键词: 体育用品 网络购买意愿 技术接受模型 计划行为理论 分解的计划行为理论 |
| DOI： |
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| 基金项目: |
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| Research on Consumers’ Online Purchase Intentionof Sporting Goods : An Empirical Test Basedon Four Competitive Model |
| ZHULianghao,YANGJia,ZHOUBojun,HANBin |
| (PhysicalEducationCollege,South-CentralMinzuUniversity,Wuhan 430074 ,China ;DepartmentofBasicCourses,HubeiHealthVocationalCollege,Xianning 437011 ,China;PhysicalEducationInstitute,HunanUniversity,Changsha 410082 ,China;GraduateFaculty,Xi’anPhysicalEducationUniversity,Xi’an 710000 ,China) |
| Abstract: |
| Withtherapiddevelopmentofinformationtechnology,onlineshoppingforsportinggoods hasbecomethechoiceofmoreandmoreconsumers.Thisstudyaimstoconstructthestructuremodel ofconsumers’onlinepurchaseintentionofsportinggoodsbasedonTAM,TPB,DTPBandTAMTPBandevaluatetheapplicabilityandmeritsofthestructuremodel,soastoprovidetheoreticalreferencesupportforthemodelselectionprobleminthefuture.Thestructuralequationmodel(SEM)is usedtoanalyze445validsampledata,andthestudyfindsthatTPBissuperiortoTAM,TAM-TPB andDTPBintermsofmodelfitandparsimony.Intermsofmodelinterpretativeability,thefour competitivemodelsarealmostthesame,andTPBisslightlybetterthanotherinpurchaseintention, butDTPBisbetterthanTAMandTAM-TPBinattitude.Fromtheperspectiveofthepathcoefficient anditssignificance,attitudeisthemostimportantinfluencingvariableonpurchaseintention.The significantrelationshipbetweenperceivedeaseofuseandperceivedusefulness,perceivedusefulness andattitude,attitudeandpurchaseintentionarehighlystableunderdifferentmodels.Aftercomprehensiveconsideration,itisbelievedthatTPBisthemostappropriateforanalyzingconsumers’online purchaseintentionsforsportinggoods. |
| Key words: sportinggoods onlinepurchaseintention TAM TPB DTPB |
