基于UTAUT模型的用户采纳微博的关键因素研究

发布时间：2018-05-18 12:50

本文选题：微博 + UTAUT模型　；参考：《现代装饰(理论)》2012年01期

【摘要】：微博是一种允许用户通过各种终端通讯方式进入互联网,虽诞生不久但却以强大的影响力受到用户的热爱。本研究以微博用户为研究对象,并采用UTAUT模型研究出了用户采纳微博的影响因素。文章引入了用户整合技术接受模型(Unified Theory of Acceptance and Use of Technology,UTAUT)并总结UTAUT模型在移动互联网的领域的应用,根据微博的特性总结出了影响用户采纳微博的关键因素研究为7种因素假设如:用户使用意愿、努力期望、娱乐性动机、个性化动机、便利条件、绩效期望、社会影响、信息行动机。使用了问卷调查法收集资料,对微博用户进行调查,收回有效问卷338份并进行Spss18.0软件分析数据的一般特性、可靠性以及问卷的可信度。使用了Lisrel8.70软件来验证模型的拟合度。
[Abstract]:Weibo is a kind of user that allows users to enter the Internet through various terminal communication methods. Although it is not long since its birth, it is loved by users with powerful influence. In this study, Weibo users were chosen as the research objects, and UTAUT model was used to study the influencing factors of Weibo adoption. This paper introduces a user integration technology acceptance model, Unified Theory of Acceptance and Use of Technology UTAUTT (Unified Theory of Acceptance and Use of Technology), and summarizes the application of UTAUT model in the field of mobile Internet. According to the characteristics of Weibo, this paper summarizes the key factors that affect the adoption of Weibo by users. There are seven hypotheses as follows: user's willingness to use, effort expectation, entertainment motivation, individualized motivation, convenience, performance expectation, social impact, etc. Information action machine. The questionnaire method is used to collect data, to collect 338 valid questionnaires from Weibo users, and to analyze the general characteristics, reliability and reliability of the data by Spss18.0 software. Lisrel8.70 software is used to verify the model fit.
【作者单位】：北京邮电大学服务管理科学研究所;
【分类号】：TP393.092

【共引文献】