基于结构方程模型的影响消费者接受社区电商购物模式的因素探究

Research on the Factors of Consumers’ Acceptance of Community E-Commerce Based on SEM

摘要: 随着传统电子商务模式逐渐到达饱和状态，社区电商出现在大众视野，目前社区电商购物模式仍未得到有效推广，因此了解消费者接受社区电商购物模式的影响因素，通过定量研究更加精准地求解问题是十分必要的。本文利用SPSS、Amos统计分析软件，将消费者对社区电商购物模式的接受度用变量总体认同度进行量化，引入基础需求、商品价值和增值服务三个中介变量将影响因素分级，建立影响因素对接受度的模型。根据分析结果得到，基础需求、商品价值和增值服务对总体认同度存在显著的正向影响，其中增值服务对总体认同度的正向影响最为显著，其次是商品价值，基础需求影响最小。最后根据调查结果对相关部门的监管、平台和商家推广提出具体应对措施。

Abstract: With the traditional e-commerce model gradually reaching saturation, community e-commerce appears in the public view. The community e-commerce shopping model has not been effectively promoted. Therefore, it is very necessary to understand the influencing factors of consumers’ acceptance of community e-commerce and solve the problem more accurately through quantitative research. Using SPSS and Amos statistical analysis software, this paper quantifies consumers’ acceptance of community e-commerce with variable Overall Identity, introduces three intermediary variables: Basic Demand, Commodity Value and Value-added services, classifies the influencing factors, and establishes a model for the docking acceptance of influencing factors. According to results, Basic Demand, Commodity Value and Value-added services had a significant positive impact on the overall identity, among which Value-added services had the most significant positive impact on the overall identity, followed by Commodity Value, and Basic Demand had the least impact. Finally, according to the survey results, this paper put forward specific countermeasures for the supervision, platform and business promotion of relevant departments.