在线消费者对主动式推荐团购的接受意愿研究

摘要笔者以心理抗拒理论为基础,构建影响消费者对主动式推荐团购接受意愿的理论模型,通过情景实验的方式收集458份有效问卷,利用结构方程模型方法对研究模型进行实证检验,研究结果表明:消费者对主动式推荐团购的接受意愿与其心理抗拒情绪有关,而后者又会受到环境因素、产品因素和消费者个人因素的影响。

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	万君
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关键词：在线消费者主动式推荐团购心理抗拒接受意愿

Abstract： Based on the psychology reactance theory, this paper constructed the theoretical model about elements which would affect consumers’ acceptance intention to initiative recommendation group-buying. 458 valid responses were collected based on context experiment,and the research model was empirically tested by using structural equation modeling.The results reveal that consumers’ acceptance intention to initiative recommendation group-buying has positive relationship with their psychology reactance emotion,and the psychology reactance emotion is influenced by the buying environment,product and the consumers’ personal characteristics. Research results can help online businesses to reduce consumers produce psychological resistance to its active recommend buying mood factor,can optimize active recommend buying for online merchants to offer reference to the marketing effect.

Keywords： Online Consumer Initiative Recommendation Group-buying Psychology Reactance Acceptance Intention

收稿日期 2015-03-04; 接受日期 2015-03-04;

基金资助:国家自然科学基金项目(71201012)

作者简介: 万君(1977-),男,黑龙江佳木斯人,副教授、硕士研究生导师,主要从事电子商务与网络营销研究;吴迪(1989-),女,辽宁沈阳人,硕士研究生,主要从事网络营销研究;赵宏霞(1978-),女,内蒙古赤峰人,副教授、硕士研究生导师,主要从事电子商务与网络营销研究。

引用本文:

万君,吴迪,赵宏霞.在线消费者对主动式推荐团购的接受意愿研究[J]. 经济经纬, 2015,2: 93-98

WAN Jun, WU Di, ZHAO Hong-xia.Research on Willingness of Online Consumer to Accept Initiative Recommendation Group-buying[J] Economic Survey, 2015,V32(2): 93-98

链接本文:

http://www.jjjw.org.cn/CN/ 或 http://www.jjjw.org.cn/CN/Y2015/V32/I2/93