Pinterest模式下社会化电子商务网站消费者购买意愿实证分析

发布时间：2018-04-21 17:50

本文选题：Pinterest模式 + 消费者意愿　；参考：《商业经济研究》2017年01期

【摘要】：Pinterest网站利用瀑布流形式展示图片,聚焦于休闲和娱乐的模式已成为潮流。本文主要探讨Pinterest模式相关概念和特点,在技术接受模型的基础上,结合动机理论和社会资本理论建立概念模型,利用统计学软件SPSS和结构方程软件AMOS对数据进行处理,并验证相关假设。实证研究结果表明:互惠性对信任和感知有用性产生正向影响,感知有用性对感知乐趣和信任产生正向影响,信任和感知乐趣对购买意愿产生正向影响。
[Abstract]:Pinterest sites display pictures in the form of waterfall flow. The pattern of focusing on leisure and entertainment has become a trend. This paper mainly discusses the related concepts and characteristics of Pinterest model. On the basis of the technology acceptance model, it combines the theory of motivation and the theory of social capital to establish the conceptual model, and uses the statistical software SPSS and the structural equation software AMOS. The results show that reciprocity has a positive impact on trust and perceived usefulness, and perceived usefulness has a positive impact on perceived pleasure and trust, and confidence and perceived pleasure have a positive impact on the purchase intention.

【作者单位】：天津科技大学;
【分类号】：F724.6

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