摘要
以技术接受模型为理论基础,将感知有用性、感知风险和信任作为中间变量加入到认知模型的构建中,研究了C2C电子商务中大数据对消费者行为的影响.研究发现:在大数据环境下,感知有用性和信任对消费者行为有积极影响,而感知风险则有消极影响.
Based on the theory of technology acceptance model,perceived usefulness,perceived risk and trust were used as the intermediate variables to join to build the model of cognitive,and the influence of C2 C e-commerce data on consumer behavior was studied.The study shows that in the environment of big data,perceived usefulness and trust have positive effects on consumer behavior of C2 C e-commerce,and perceived risk plays a negative effect.
出处
《上海工程技术大学学报》
CAS
2015年第2期163-168,共6页
Journal of Shanghai University of Engineering Science
基金
上海市科技发展基金软科学资助项目(13692104900)
上海工程技术大学研究生创新资助项目(E1-0903-14-01064)
关键词
大数据
C2C电子商务
技术接受模型
感知风险
感知有用性
信任
big data
C2C e-commerce
technology acceptance model（TAM）
perceived risk
perceived usefulness
trust
