SPSS感知风险下网上购物采纳模型研究
关键词： 感知风险；TAM模型；网上购物；采纳模型
The Adoption Model In Online Shopping Under Perceived Risk
Abstract: With the development of the Internet, the global economy is entering the era of the information economy, the emergence of the Internet has led to the rise of the e-commerce. The same time, the process of continuous rapid development of modern society, to further improve the people's living standards, the Internet and e-commerce technology continues to evolve, and the changes of people's consumption concept, makes online shopping become a popular fashion consumption patterns. In this paper, the questionnaire survey method for college students samples collected data, and count factor analysis of the data using SPSS 18.0 statistical software, so as to arrive the importance order of the online shopping perceived risk dimension, in order to identify the key factors which influence the online shopping adoption under perceived risk ，and then establish the adoption model in online shopping under perceived risk. The formation of the final conclusions will guide the perceived risk of online shopping adoption behavior and conduct positive policy responses has a practical significance.
KeyWords: Perceived Risk; TAM Model; Online Shopping; Adoption Model
目 录
一、绪论 1
1.1研究背景 1
1.2研究目的和意义 1
二、文献综述 2
2.1感知风险相关研究 2
2.2采纳模型相关研究 3
三、研究过程 5
3.1 研究方法 5
3.2 研究假设 6
3.3 研究流程 7
四、问卷设计与收集 8
4.1 问卷设计 8
4.2 样本收集 8
4.3 研究内容 9
4.3.1研究内容 9
4.3.2研究对象 9
五、数据分析与结果 10
5.1 数据分析 10
5.1.1信度和效度分析 10
5.1.2因子分析 11
5.2建立模型 15
优尔、研究总结 16
6.1结论 16
6.2建议 17
6.3 研究的局限性 18
6.4今后研究的方向 18
致谢 19
参考文献 20
附录 22
图 目 录
图2.1 技术接受模型 4
图3.1 假设模型 6
图3.2 研究流程 7
图4.1 调研数据统计 8
图5.1 感知风险下网上购物采纳模型. 15
表 目 录
表4.1 变量的定义及测度项个数 8
表4.2 调查对象基本信息构成表 9
表5.1 各变量Cronbach’s α系数值 10
表5.2 KMO和Bartlett检验结果 11
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