消费者参与量化自我的障碍因素及其影响机制研究

摘要

Consumers' abandonment will directly impede long-term utility of "Quantified-Self"and benefits of related enterprises. Through the exploratory development of dimensions of obstructive factors and verification of the influencing mechanism how these factors impede consumers' involvement in "Quantified-Self", obstructive factors of consumers' involvement in "Quantified-Self" are divided into six dimensions, namely operational barriers, attitudinal barriers, sharing barriers, data barriers, cognitive barriers, maintaining barriers. In addition to maintaining barriers aroused by the satisfaction of behavior and capacity, the transfer of objective concerns and the restriction of environmental conditions, the operational barriers caused by data collection, integration, and reflection difficulties will increase consumers' perceived difficulty of involving in "Quantified-Self". Cognitive barriers, data barriers, sharing barriers and attitudinal barriers may promote consumers' perceived uselessness of involving in "Quantified-Self". The perceived difficulty and uselessness then promote the intention to give up "Quantified-Self". The results can provide guidance for driving consumers to participate in "Quantified-Self" and improving enterprises' related strategies.%鉴于消费者放弃参与将直接阻碍"量化自我"长期效用显现和企业获益,通过探索性开发"量化自我"障碍因素维度及其阻碍消费者参与"量化自我"的内在机制,实证确认了消费者参与"量化自我"的障碍因素包括操作性障碍、态度性障碍、共享性障碍、数据性障碍、认知性障碍和维持性障碍.除因行为能力满足、目标关注转移、环境条件限制唤起的维持性障碍因素外,数据收集、整合、反思困难造成的操作性障碍将增进消费者对参与"量化自我"困难性的感知,认知性障碍、数据性障碍、共享性障碍、态度性障碍将增进其对参与"量化自我"无用性的感知,进而促升"量化自我"放弃意愿.