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本文基于技术接受模型理论,根据不同性别的消费群体在网购意向因素的差异性进行研究,并就企业如何针对性别差异在网购意向影响方面提出了营销对策,对提升企业的营销效果具有积极的现实意义。
Based on the theory of technology acceptance model, this paper studies the differences in online shopping intention among consumers based on gender, and puts forward marketing strategies on how enterprises can influence the online shopping intention based on gender differences. It has positive realities to enhance the marketing effect of enterprises. significance.