{"title":"基于TAM的评价制度对网上购物者意愿影响的实证研究","authors":"Zheng Li, Shoulian Tang","doi":"10.1109/DBTA.2010.5658991","DOIUrl":null,"url":null,"abstract":"Based on 287 samples collected from four universities, as well as three virtual communities of online shops in China, the author analyzed the impacts of review system on online shopping intention. A model reflecting characteristics of e-commerce based on TAM was created. Four features of review system (Quality, Quantity, Accuracy, and Interactive) were chose as independent variables, while Usefulness, Ease of use, and Trust were chose as intermediate variables, and Intention was the dependent variable. 9 hypotheses were proved while 12 were presented. The results show that Quality, Quantity have significant influences on Usefulness of review system, while Quality, Interactive have significant influences on both Ease of use of review system and the Trust of online shoppers toward review system. This research also proved that Usefulness, Ease of use, and Trust of review system have significant impacts on online shoppers' intention for transaction online. The implication of this research for e-retailers is that they should use review system of their online shops effectively, thus improve customers' online shopping intention.","PeriodicalId":320509,"journal":{"name":"2010 2nd International Workshop on Database Technology and Applications","volume":"97 1","pages":"0"},"PeriodicalIF":0.0000,"publicationDate":"2010-12-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"9","resultStr":"{\"title\":\"An Empirical Research of Impacts of Review System on Online Shoppers' Intention Based on TAM\",\"authors\":\"Zheng Li, Shoulian Tang\",\"doi\":\"10.1109/DBTA.2010.5658991\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"Based on 287 samples collected from four universities, as well as three virtual communities of online shops in China, the author analyzed the impacts of review system on online shopping intention. A model reflecting characteristics of e-commerce based on TAM was created. Four features of review system (Quality, Quantity, Accuracy, and Interactive) were chose as independent variables, while Usefulness, Ease of use, and Trust were chose as intermediate variables, and Intention was the dependent variable. 9 hypotheses were proved while 12 were presented. The results show that Quality, Quantity have significant influences on Usefulness of review system, while Quality, Interactive have significant influences on both Ease of use of review system and the Trust of online shoppers toward review system. This research also proved that Usefulness, Ease of use, and Trust of review system have significant impacts on online shoppers' intention for transaction online. The implication of this research for e-retailers is that they should use review system of their online shops effectively, thus improve customers' online shopping intention.\",\"PeriodicalId\":320509,\"journal\":{\"name\":\"2010 2nd International Workshop on Database Technology and Applications\",\"volume\":\"97 1\",\"pages\":\"0\"},\"PeriodicalIF\":0.0000,\"publicationDate\":\"2010-12-06\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"9\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"2010 2nd International Workshop on Database Technology and Applications\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.1109/DBTA.2010.5658991\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"\",\"JCRName\":\"\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"2010 2nd International Workshop on Database Technology and Applications","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1109/DBTA.2010.5658991","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}
引用次数: 9
摘要
基于从四所大学和三个中国网上商店虚拟社区收集的287个样本，作者分析了评论制度对网上购物意愿的影响。建立了一个基于TAM的反映电子商务特征的模型。选取评价系统的四个特征(Quality, Quantity, Accuracy, Interactive)作为自变量，选取Usefulness, Ease of use, and Trust作为中间变量，Intention作为因变量。9个假设被证实，12个假设被提出。结果表明，质量、数量对评价系统的有用性有显著影响，质量、互动性对评价系统的易用性和网购者对评价系统的信任度都有显著影响。本研究也证明评论系统的有用性、易用性和信任度对网购者的网上交易意愿有显著影响。本研究对电子零售商的启示是，他们应该有效地利用网上商店的评论制度，从而提高顾客的网上购物意愿。
An Empirical Research of Impacts of Review System on Online Shoppers' Intention Based on TAM
Based on 287 samples collected from four universities, as well as three virtual communities of online shops in China, the author analyzed the impacts of review system on online shopping intention. A model reflecting characteristics of e-commerce based on TAM was created. Four features of review system (Quality, Quantity, Accuracy, and Interactive) were chose as independent variables, while Usefulness, Ease of use, and Trust were chose as intermediate variables, and Intention was the dependent variable. 9 hypotheses were proved while 12 were presented. The results show that Quality, Quantity have significant influences on Usefulness of review system, while Quality, Interactive have significant influences on both Ease of use of review system and the Trust of online shoppers toward review system. This research also proved that Usefulness, Ease of use, and Trust of review system have significant impacts on online shoppers' intention for transaction online. The implication of this research for e-retailers is that they should use review system of their online shops effectively, thus improve customers' online shopping intention.
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