消费者移动互联网业务使用意愿影响因素研究

摘要

在回顾理性行为理论和技术接受模型相关研究的基础之上，结合移动互联网业务的特点，研究了影响消费者移动互联网业务使用意愿的因素，构建了消费者移动互联网业务使用意愿模型，并提出了相应的假设和测量量表。在问卷调查的基础上，利用 SPSS13.0检验测量量表的信度和效度，利用 LISREL8.7检验研究模型假设。研究结果显示：感知有用性、感知易用性、感知娱乐性通过对使用态度的作用影响消费者使用移动互联网业务的意愿，感知个性对使用态度并未产生显著影响，消费者移动互联网业务使用意愿还受到主观规范和感知价格的显著影响。%　　This paper, on a basis of reviewing the previous research on Technology Acceptance Model(TAM) and Theory of Reasoned Action (TRA), discusses the factors influencing users’ willingness to accept mobile internet services by sticking to mobile internet service features, develops a theoretical model of users’ willingness to accept mobile internet services, and puts forward corresponding hypotheses and scale. Based on a questionnaire survey, a reliability and validity test were performed by SPSS13.0, and a hypotheses test were conducted by LISREL8.7. The results show that Perceived Usefulness, Perceived Ease of Use and Perceived Enjoyment influence users’ willingness to accept mobile internet services through the impact on their attitude; perceived personality dose not impact on users’ attitude. Users’ willingness to accept mobile internet services are influenced by subjective norm and perceived price as well.