基于TAM模型的B2C客户体验模型研究

摘要

电子商务的快速发展使得研究在线客户体验变得重要。结合以往的研究文献，从网站特性、客户特性、客户参与、交易成本四个角度较全面地阐述客户体验的影响因素，同时建立基于TAM模型的B2C客户体验模型，并指明未来的研究方向。%Online customer experience has become important because of the rapid development of e -commerce.The paper elaborates the factors affecting customer experience from four angles combined with previous research literature .They are the site characteristics , customer characteristics , customer participation and the transaction costs .Then we build B2C cus-tomers experience model based on the TAM model and indicate the directions for future research .