本文以个体消费者为研究对象,从电子商务网站质量出发,结合用户的感知因素,在理论分析框架的基础上,构建了面向电子商务网站的技术采纳行为模型并提出了相应的研究假设.通过调查问卷收集样本,利用spss 软件对问卷进行了信度效度分析,采用结构方程模型软件Lisrel 对研究假设进行了检验.实证结果显示,网站质量的三个维度是影响用户的感知有用性和感知易用性的重要因素;感知娱乐对态度的影响是显著的;信任对态度和行为意向存在直接影响,而感知风险通过信任对态度和行为意向存在间接影响.%Based on the introduction to the basic theory this paper puts forward the user technology adoption model and 20 hypotheses by combining the e-commerce website quality and perception factors. By means of the questionnaire and samples collected, the reliability and validity of the model was tested through spss 13.0 and the hypotheses are verified by lisrel 8.70. The results of this study indicate that three dimensions of website quality do influence perceived usefulness and perceived ease of use. Perceived playfulness has positive relationship to the attitude of using e-commerce websites. Trust has direct influence on the attitude and the behavioral intention of using e-commerce websites. Perceive risk has indirect influence on the attitude and behavioral intention.
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