消费者创新性对移动购物意愿的影响--基于扩展的技术接受模型视角

摘要

在移动购物蓬勃发展背景下，研究消费者移动购物接受意愿具有十分重要的现实意义。基于扩展的技术接受模型，就消费者创新性对移动购物意愿的影响进行实证研究发现，消费者创新性显著影响感知有用性、感知易用性和感知娱乐性；感知易用性显著影响消费者移动渠道信息搜寻满意；感知有用性通过信息搜寻满意的中介作用显著影响移动购物意愿；感知娱乐性显著影响信息搜寻满意；信息搜寻满意显著影响移动购物意愿。%In the light of blooming mobile shopping,carrying out research on consumers’mobile shopping willingness is of great practical significance. Based on the Extended Technology Acceptance Model,the authors carry out a practical research on the effects of consumer innovativeness on mobile shopping willingness. It is found that consumer innovativeness has significant effects on perceived usefulness,perceived ease of use and perceived entertainment;the perceived ease of use has significant effects on consumers’information-searching satisfaction;the perceived usefulness has significant effects on mobile shopping willingness with the help of the media role information-searching satisfaction plays;the perceived entertainment has significant effects on information-searching satisfaction;and information-searching satisfaction has significant effects on mobile shopping willingness.