相比传统渠道,电子渠道因具有低成本、高效率的特点而受到企业的青睐。但是自其进入市场后却未能受到广大消费者的欢迎,这引发了学者的研究兴趣。现有的研究主要是在技术接受模型(Technology Acceptance Model,TAM)的基础上加入新的变量来探讨消费者采用电子渠道的影响因素。其中,有两类因素是学者讨论的重点:一是渠道内部因素,如渠道质量;二是渠道外部因素,如客户自我效能、主观规范、信任等。以往研究的不足在于这些变量不易控制,企业很难通过上述变量来扩大电子渠道的使用群体。 Compared with the traditional channels, electronic channels are favored by enterprises due to their low cost and high efficiency. However, it has not been welcomed by consumers since it entered the market, which aroused the interest of scholars. The existing research focuses on adding new variables based on the Technology Acceptance Model (TAM) to explore the influencing factors of consumers using electronic channels. Among them, there are two kinds of factors that scholars focus on: one is channel internal factors, such as channel quality; two channel external factors, such as customer self-efficacy, subjective norms, trust and so on. The shortcomings of previous studies lie in the fact that these variables are not easily controlled and it is very difficult for enterprises to expand the use of electronic channels through these variables.