摘要
随着智能终端设备和互联网技术的普及以及特殊时期“宅经济”的发展,直播电商购物模式得到广泛发展。本文以TAM模型为基础,通过对直播电商消费进行问卷调查,收集数据,运用实证分析,结合信度、效度及验证性因子研究,对影响直播电商消费者满意度的因素进行探究,得出相关结论。通过对直播电商消费者满意度影响显著的因子分析,提出进一步完善直播电商的对策和建议。
With the popularization of smart terminal equipment and Internet technology,as well as the development of the“home economy”in a special period,the live e-commerce shopping model has been extensively developed.Based on the TAM model,this paper conducts a questionnaire survey on live e-commerce consumption,collects data,uses empirical analysis,and combines reliability,validity and confirmatory factor research to explore the factors that affect the satisfaction of live e-commerce consumers.Draw relevant conclusions.Through the factor analysis that has a significant impact on consumer satisfaction of live broadcast e-commerce,countermeasures and suggestions for further improving live broadcast e-commerce are put forward.
作者
李雪
宗颖
陈颖
高涵
陈子威
LI Xue;ZONG Ying;CHEN Ying;GAO Han;CHEN Zi-wei(Nanjing University of Finance and Economics,Nanjing,Jiangsu 210023)
出处
《江苏商论》
2021年第6期31-34,38,共5页
Jiangsu Commercial Forum
基金
南京财经大学大学生创新创业训练计划项目资助。
关键词
直播电商
消费者满意度
影响因素
TAM模型
因子分析
live e-commerce
consumer satisfaction
influencing factors
TAM model
factor analysis
