基于感知价值的消费者接受行为模型和实证研究

摘要

用户接受行为研究可以有效地帮助理解和解释资讯科技创新应用的用户接受意向。本文在对主要的用户接受理论和模型梳理的基础上，通过回归消费者感知价值的概念，提出基于感知价值的消费者接受行为模型，并对澳门某大学学生对网络游戏的接受意向进行了实证研究，结果表明对于资讯技术应用的消费者接受意向，感知价值作为最重要的影响因素反映出消费者的基础特征，人际影响、便利条件以及从众效应等因素的作用也较为明显。%　　User acceptance study would effectively help understand and explain the user intention to innovative applica -tions of information technology .Based on some major theories and models in the area of user acceptance study , this paper puts forwards the perceived-value based consumer′s acceptance behavior model by outstanding the concept of consumer ′s perceived value ,and empirically studies one Macau University students ′acceptance intention to the network game .The results reveal that perceived value is the first important factor influencing the consumer intention to IT commercial appli -cation and can reflect consumers′basic characteristics , and other influence factors , such as social influence , facilitating conditions and conformity effect , are also outstanding .