| 信任倾向与主观参照对网上购物意向的影响 |
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| 引用本文： | 郑宏明.信任倾向与主观参照对网上购物意向的影响[J].社会心理科学,2007(Z2). |
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| 作者姓名： | 郑宏明 |
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| 作者单位： | 首都师范大学教科院心理系 |
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| 摘 要： | 该研究对225名大学生、在职人员进行问卷调查,通过分层回归分析探讨了信任倾向与主观参照对网上购物意向的影响。结果表明:男性在职人员的信任倾向要显著大于男大学生的信任倾向,而对于女性,这种差异不显著。工作与否、性别、学历在信任倾向、主观参照以及网上购物意向上差异不显著。主观参照对网上购物意向的影响受到信任倾向的缓冲,相对于高信任倾向的人,低信任倾向人的网上购物意向更容易受到主观参照的影响。信任倾向和主观参照对网上购物意向都有显著影响,但主观参照的回归效应更大。
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| 关 键 词： | 信任倾向 主观参照 网上购物意向 |
Effects of trust propensity and subjective norm on the intention to online shopping |
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| Zheng Hongming.Effects of trust propensity and subjective norm on the intention to online shopping[J].Science of Social Psychology,2007(Z2). |
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| Authors: | Zheng Hongming |
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| Abstract: | This study surveyed 225 college students and employees, then tested the effects of trust propensity and subjective norm on the intention to online shopping using hierarchical multiple regression analysis. The results indicated that the trust propensity of men workers are higher than that of college students, but for the female the difference is insignificant. Work or not, sex, education level have no significant difference on the above variables. The trust propensity buffered the relationship between the subjective norm and the intention to online shopping. The subjective norm has stronger prediction effect on the intention to online shopping for the low trust propensity group. Both trust propensity and subjective norm have significant effect on the intention to online shopping but the subjective norm's effect is stronger. |
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| Keywords: | trust propensity subjective norm the intention to online shopping |
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