经济管理学刊（中英文版）

基于TAM模型的消费者微信购物行为研究

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作者：Minghui Ma, Huajian Niu, Pengbin Gao, Zhou Zhang

摘要：

In the era when online shopping economy and online economy increasingly dominate social consumption, WeChat shopping has increasingly become a way that everyone accepts and is willing to try. This study applied Technology Acceptance Model commonly used in the field of information technology and rational behavior theory to the field of consumer behavior, and used the perceived ease of use and perceived usefulness in the technology acceptance model to explain consumers' willingness to use WeChat shopping. At the same time, the moderating effect of consumer innovativeness was also studied. The empirical results show that the main effect of perceived ease of use and usefulness is significant, and the moderating effect of consumer innovativeness is not significant. Based on the research results, the study puts forward the corresponding countermeasures and suggestions.

关键词：WeChat; Shopping Behavior; TAM Model; Consumer Innovativeness

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