中国消费者网上购物之交易成本分析-张华

202007MANAGMENTESCINECESINCHINAVol.202007④,,15〕)l:,。,。,,。,、,。,。:;;;:24.6:A.:16720334(27)51X()1507EsitmatingCihneseOulineBuyingBehaorhthtePesrpectiveofTransactionCostEconomicsZHANGHua,LlGuoxinSehoolofManagement,HabrinInstituteofeTehnolo,Habrin15《XX)1,Chinastacrt:WiththepesrpeeriveofTarnsactionCostEeonomies,thisparestimatedamodelofeonsumesr’onlinebuyingbehaviorinChinaeontext.AnempiirealstudywaseonduetedinHabrintotestthemodel.hTeersultsindieatethateonsumesr’willingnesstobuyonline15negativelyassociatedwiththeirPecreivedtanrsactioneost,whieh15associatedwithuneertaintyandbuyingferqueney.WheneonsumesrpecreivelessuneertainytinoineshoPPingandhavemoeronlineexpeirenees,theyaermoerlikelytobuyonline.Withthispar,itsuststhatonlinestoersshouldporvidesomeelearexehangeorerfundpolieytominimizetheuneertaintype-reeivedbyeonsumesrinIntenretshoPPingthenfurtherenhaneeeonsunesr`intentiontobuyonline.Keywords:Eshopping;rarnslationeost;turst;uneertainty1,、、,。、、、、、、、。,“”,。(CNMC)2《X7《》,2630,1.23,:2《X1201`:(70142027):(1982),,,,:、、。2007,,l(〕(x)。cNMc,:、、,。TCE。,:①;②。,,。2,。〔’],TCE,。,。,,,,、,。,,,。TCE。TCE,,、〔4」。,。。、,,。,,,、:、、。TCE。TCE,、。,TCE,、!’。,。,,。TCE,。3Thompson5HeToYuanyouYuTcE},1),、。、、、,,、。,,TcE6jL。。(Hla)))))(H4)))(Hlb)))))(Hlc)))))ld、、、(HZa)))))))(HZb、、、、(H3)))1FigUerlTCETCEM.xlel:3.1TcE,、,,。,,。TCE,,。,、、。“、、、、”。、。,。,。,,。,,,,。!5〕。。,、;,、。“”。,5[]。,。,,,。,,。,。,,,。。H,。H,:HI。;H:。;Hl.;H,;3.2、。,、、;,;,。,,、、。。。H:。:。。,、。“”“”。、,,。。HZ。;HZ。。3.3Wiiilamson。,。,。,,。。H33.4,,(,,,)、(,、)、(,、、)。CTE,,;,。。H`。4,。,20,2,。,70%27,30%。,,、、,,,,;,,.,、,、。.,〕。,。,,,、s[]。、:(cNMc)27《》2[]:,36.2%;,72.2%;,50.6%_L。,,。,150066.0%,97.4%1500(:、、)。2(X4819,(8472.2)「9{。,,。cNMCZ1《》’0〕:,,、(CD、DVD)、(、)(、),47.2%、34.4%29.7%,;1《XX)62.9%,50043.4%,。,。,,〔。,,。,。,iLangHuangSJ〔”〕。S2《X3242,250,42244,%%,226。54.2%;25,25.6%;57.7%1835;。。:SPSSll,5!”〕。、al-pha(Cronbach’a)0.7286、0.72780.95,a。.7,Nunally,alpha0.7。,,alpha1。1eronbochTable1IteliabytAnalya0.72860.32480.72780.9095:(pirneipleeomnentanalysi,,PcA):”〕。(ViarmaxRotation),。,0.5,2,,0.459;0.353,。:t”〕,3。,。H,、.H3H4,H:。`,(COeifficent0.281,.0262,.032;4p0.001)。,,;,,,,。,。。:2TabeZClponentMatrix/0.7570.2830.5718338330“1.`JfàùK:onà826826000.7720772àOC,OUJ、à7à41U17,J04Jù/、J,.…0ǔUnU6973530774..、929390000(l),(2),(3),(l)(2)(l),(2),(l),(2).(l)(2),(l)“”“”(2)(3)()()I(2)(3)(4),(1)(2)()(3)(4)(l),(2),(3),(l)(2)(3)0.0.6670.7510.7462007,。,H.。(Coeiffeient=0.219,o·343,0·212:p0.001)。,,,。,,,。,H、l,(Coeiffeient=0.287,0.270,0.371;p0.0()l),’“」。,。,,,。。,H,,(Coeeient=0314,0.240,0.226:p0.001),〔”’。,,,,,。3Table3PeasronCorerlaitonCiffcienstPeasronCoerrlation0.281(0.262(”)0.324(”519.(2tailed)0.《0.0000.(O213221ePasronCoerrlation0.287(0.270(2160.371(”519.(2tailed)N0.()2150.)2230.《】l)217PearsonCoelation0.219(0.343(0.212(”)519.(2tailed)0.0012130.0002210.002216SPearsonCorrelation0.314(0.240(0.226(`’)519.(2tailed)0.0)2130.0002210.001215PearsonCorrelation0.098519.(2tailed)N0.1542120.244(0.(0.0860.210PearsonCorrelation519.(2tailed)N2190.197(”’2120.212(”0.0032210.002216ePasronCorrelation0.248(“-0*、,`ōj`、ó/127.nr519.(2tailed)0.0210.《0.176(0.009215223217PearsonCorrelaion0.142(`0.264(”519.(2tailed)0.0370.《X0.268(0.0216224218:(H:)。,(Coeiffeient=0.098,p=0.154;0.244,p0.oo0.086,p=0.210),(Coeiffeient=0.177,0.197,0.212,p0.X()l)。,。,。,“”“”,。,。H3。(Coeifficent=0.162,p0.005:0.245,p0.001;0.167:p0.0()l),。,。,,。H4(Coeiffcient0.142,p0.005;0.264,p0.002;0.268,p0.001)。TCE“”,。、,,。,。7,,。hTomposnSHeToYaunyouYul’〕,,。,。。,,;,;,,TCE}’6〕,25,;。,。.:【l]AlokGupta,0anizationofrEeonomieCooPeartionandDevelopment(1999),TheEeon()mieandSoeialImpaetofEeommecre「J/OL」.Availableatht-tP://()5.2〕(CNNIC),《》〔A],2《X.〔3」.:「M〕.:,2000:55.[4」ChilesTH,MeMaekinJF.IntetingVairableRiskPerfeerneesTurstandTransaetioneostEeonomies〔J〕.AeademyofManamentReview,1996,21(l):7399.[5〕Thompson5HTeo,YuanYu.OnlineBuyingBehav-ior:ATarnsaetionCostEeonomiesPesrpeetive〔J〕.Omega,SingaPoer,2X()5,33:451465.[6〕ChangLiu,JackTMacrhewka,JuneLu,ChunShengYu.BeyondConeenraPirvaeyTnlstBehavioarlIn-tentionModelofEleetornieCommee「J」.Infomra-tion&Manament,20()5,42:289304.[7〕eGfen.RefleetionsontheDimensionsOfTurstandTursorthinessamongonlineConsumesrR」.TheDataBaseforAdvaneesinInfomrationSystems,2X()2,33(3).【8」Summer,.LJ〕.,2005,(l).[9」Summer《2004》.《X/indexeh.htm.「or」(CNMC),《》A〕、2《X、「11」XinyuCao,aPtireiaL.Mokhtairan.TheIntendedandAetualAdoPtionofonlinePurehasing:ABirefRe-viewofReeentLitearture[D〕.UnivesrityofCalifor-nia,Davis,CA,May20()5.[12」LiangTp,HuangJ5.AnEmpiirealStudyonCon-sumerAeeeptaneeOfProduetsinEleetornieMarkets:ATarnsaetionCostModelJ」.DeeisionSupportSys-tems,1998,24:2943.[13〕.SPSS[M〕.:,1999,(2):9293.[14〕AlbaJ,LynehJ,WeitzB,JanizszewskiC,LutzR,SawyerA,Wood5.InteraetiveHomeShopping:Con-sumer,Retailer,andManufaetuerrIneentivestoPa-rtieiPateinEleetonieMakretplaees〔J].JounralofMarketing,1997,61:3853.E15」MilneGR,BozaM.TurstandConeenrinConsum-esr’ePreePtionsofMakretingInfomrationManage-mentpareriees「J〕.JoumofIntearetsveMarketing,1999,13(l):525.[16」Williamson0E.TheEeonomiesOfoanization:hTeTarnsaetion