大数据环境下C2C电子商务消费者行为实证研究被引量：2

An Empirical Study of C2CE-Commerce Consumer Behavior in Context of Big Data

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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.

作者方珊吴忠

机构地区上海工程技术大学管理学院

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

分类号 F270 [经济管理—企业管理]

作者简介方珊（1988-），女，在读硕士，研究方向为电子商务．E—mail：584730303@qq．com 通信作者：吴忠（1968-），男，教授，博士，研究方向为企业信息管理．E-mail：wuzhong8008@163．com

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