技术接受模型(TAM)视角下线上二手电商平台消费者购买意愿的影响机制研究

Research on the Mechanisms Influencing Consumer Purchase Intention in Online Second-Hand E-Commerce Platforms through the Lens of the Technology Acceptance Model (TAM)

摘要: 在循环经济与数字电商融合背景下，线上二手交易发展迅速，但其固有的信息不对称与质量不确定性显著抑制消费者购买意愿。针对现有研究对多因素影响机制系统性探讨的不足，本文以闲鱼、转转、瓜子二手车等主流线上二手电商平台用户为研究对象，通过拓展技术接受模型(TAM)，构建包含平台规范、网络营销等外部变量的影响机制模型，系统揭示线上二手电商场景中消费者购买意愿的影响因素及作用机理。研究发现，这些外部变量均通过正向驱动感知有用性与感知易用性两大核心中介变量，间接作用于消费者的购买意愿。其中，平台规范理论上可能在增强感知有用性方面发挥关键作用，是缓解交易顾虑的潜在核心机制；数字技术则可能通过提升效率和构建信任的双重路径重塑平台价值认知。研究进一步推论，该机制可能受商品异质性与用户使用阶段等因素的系统性调节，呈现出情境依赖性与动态演化特征。本研究在理论层面，尝试拓展TAM在非标准化商品交易情境的应用，构建融合外部情境与内部认知的综合分析框架；在实践层面，为平台优化功能设计及构建信任机制提供潜在的理论启示与路径参考。需要指出的是，所构建的理论模型及其推论尚未经过实证检验，此为本研究的主要局限性。

Abstract: Under the convergence of the circular economy and digital e-commerce, online secondhand transactions have experienced rapid growth. However, inherent information asymmetry and quality uncertainty significantly constrain consumer purchase intention. Addressing the existing research gap in systematically exploring the multifaceted influencing mechanisms, this study targets users of leading online secondhand platforms (e.g., Xianyu, Zhuanzhuan, Guazi). By extending the Technology Acceptance Model (TAM), we build an influencing mechanism model incorporating external variables such as platform norms and online marketing to systematically reveal the factors and mechanisms affecting consumer purchase intention in online secondhand e-commerce contexts. The theoretical derivation suggests that these external variables indirectly influence purchase intention by positively driving the two core mediating variables: perceived usefulness and perceived ease of use. Specifically, platform norms potentially play a pivotal role in enhancing perceived usefulness, serving as a potential core mechanism for alleviating transaction concerns. Digital technology may reshape platform value perception through a dual pathway of efficiency enhancement and trust-building. Further theoretical inference indicates that this mechanism is likely subject to systematic moderation by factors such as product heterogeneity and user stage, exhibiting context dependency and dynamic evolutionary characteristics. Theoretically, this study attempts to extend TAM’s applicability to non-standardized goods trading contexts and constructs an integrated analytical framework combining external contextual factors with internal cognitive mechanisms. Practically, it offers potential theoretical insights and pathways for platforms to optimize functional design and build trust mechanisms. It must be noted that the constructed theoretical model and its derived propositions remain unvalidated empirically, representing the primary limitation of this study.