基于 TAM 的二维码使用意愿实证研究

摘要

基于技术接受模型（TAM）对手机用户对二维码使用意愿的影响因素进行实证研究。通过对高校本科生和企业职员的200份有效问卷数据进行多元线性回归分析，验证包含使用意愿、使用态度、感知易用性、感知有用性、社会规范等6个潜变量的二维码使用意愿理论模型，发现手机用户对二维码的使用意愿受到社会规范因素的影响最大，其次是使用易用性。该研究为业界提供理论和实证依据并为个体用户采用二维码行为研究提供新的视角。%An empirical research is conducted on the influencing factors of the adoption intention(AI) to QR code by mobile users based on Technology Acceptance Model(TAM)through 200 valid questionnaire from undergraduate students and company staff. With multiple linear regression analysis of the data,it tests and verifies the theoretical model of AI - to- QR - code,which contains six latent variables:AI,attitude,perceived usefulness,perceived ease of use,social norms. It finds that AI is most affected by the social norms,followed by the perceived ease of use. This study provides theoretical guidance and empirical evidence for business and a new perspective for the research on AI - to - QR - code by individual mobile users.