ECM网络团购持续使用意向实证研究方案doc.docVIP

基于ECM地网络团购持续使用意向实证研究 摘 要 之间存在地关键词：Abstract Since the development of online shopping, more and more people begin focusing on online group-shopping. Comparing with traditional online shopping, group-shopping can supple lower price, more various products and consumable local service, but at present, it is under the situation of low customer loyalty, and continuous customers complaints. So this paper is focus on how to make customers use online group-shopping sustainable. Currently, the literatures analyzing online group-shopping is mainly focus on group shopping model, price mechanism and initial acceptance, and there is no analysis on continuous usage of online group-shopping. And although in other area, there are researches about customer’s continuous intention on other products and services, different area has its own different characters and customers’ distribution, so the intention for customers’ continuous usage will also be different. So it’s necessary to do some analysis for online group-shopping. From the above analysis, and after the retrospect of relevant paper about Expectation Confirmation Model (ECM), Technology Acceptance Model (TAM), Theory of Planned Behavior (TPB) and perceived value, and then based on the Expectation Confirmation Model (ECM), we analyze customers’ continuous intention on online group-shopping from customers’ perspect. This paper build continuous online group-shopping model by introducing reasonable factors such as perceived ease of use, subjective norm and perceived value from Technology Acceptance Model (TAM) and the Theory of Planned Behavior (TPB). The purpose of new model is to extend the usage of ECM, and make ECM more suitable for online group-shopping. Finally, the results demonstrate various factors’ effect on continuous online group-shopping, and the relationship between these factors. The results of this paper can be used as guidance and suggestion for online shops’ marketing target. During the data collection phase, we c