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An empirical analysis of factors influencing the adoption of Mobile Instant Messaging in China

机译:影响中国移动即时通讯采用的因素的实证分析

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Abstract: This paper derive a theoretical model from Technology Acceptance Model (TAM) and social network theory to empirically elaborate how factors can effect on users' adoption of Mobile Instant Messaging (M1M). Based on an online and off-line survey data from a sample of 364 Chinese MIM users, structural equation model to analyse why Chinese users adopt MIM. The study reveals that social and technical factors significantly affect users' adoption of MIM. Perceived Usefulness (PU) is the most influential part in user's attitude towards using MIM, followed by Perceived Entertainment (PE), cross-platform interaction and Perceived Ease Of Use (PEOU); perceived Synergy Value (SV) significantly affects PU and ease of use, while cross-platform OS and cost have negatively correlation with individual's attitude. Implications for formulating business strategies so as to improve MIM product and customer service, and suggestions for future research are provided.
机译:摘要:本文从技术接受模型(TAM)和社交网络理论派生了一个理论模型,以经验方式阐述了因素如何影响用户对移动即时消息(M1M)的采用。基于来自364位中国MIM用户的样本的在线和离线调查数据,结构方程模型分析了中国用户为何采用MIM。该研究表明,社会和技术因素严重影响了用户对MIM的采用。感知有用性(PU)是用户对使用MIM态度最有影响力的部分,其次是感知娱乐(PE),跨平台交互和感知易用性(PEOU);感知的协同价值(SV)会显着影响PU和易用性,而跨平台OS和成本与个人的态度呈负相关。提供了制定业务战略以改善MIM产品和客户服务的意义,并提供了未来研究的建议。

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