恩施州即时通讯软件用户采纳行为研究

发布时间：2019-01-22 21:04

【摘要】：信息时代的到来,使各种信息产品争相出现在消费者的视野当中。即时通讯软件作为一种最普遍的信息产品在人们的生活和工作中扮演着不可或缺的角色。越来越多的企业和个人用户利用各种各样的即时通讯软件获取信息、知识、情报,实现快捷便利的信息交流。即时通讯行业的发展壮大使即时通讯软件数量和种类增加,这为用户提供了更多的选择空间和信息来源。即时通讯软件用户采纳行为就是指消费者如何更有效地根据自身的需要去选择和使用一款即时通讯产品以获得更多的信息资源。分析即时通讯软件用户采纳行为有利于厂商更有效地根据消费者需求提供产品和服务,有利于用户更好地筛选一款符合自身喜好的即时通讯软件。目前有关即时通讯软件的相关技术、营销方面的研究比较普遍,但是对于民族地区用户采纳行为研究比较有限。本文针对恩施州即时通讯软件用户群体,对用户采纳行为进行深入研究。本文首先从即时通讯软件用户采纳行为的研究背景入手,阐述了恩施州即时通讯软件用户采纳行为的研究意义,介绍了有关即时通讯软件用户采纳行为的先前研究经验和文献综述以及本文研究的主要内容和基本方法。阐述了与即时通讯软件用户采纳行为有关的理论基础。总结了全国即时通讯软件行业的现状:一是市场迅速扩大,用户规模庞大;二是即时通讯软件市场呈现“一家独大,诸侯割据”状态;三是相关政策法规不够健全。同时分析了恩施州即时通讯软件行业发展的意义和制约因素。通过问卷调查的形式向恩施州即时通讯软件用户或潜在用户发放了400份问卷,回收390份,对问卷数据进行收集整理,在此基础上分析了恩施州即时通讯软件用户使用现状。以腾讯QQ为例,构建腾讯QQ用户采纳行为研究模型,并从网络外部性、感知有用性、感知易用性、信任、感知趣味性、感知风险和主观规范等七个维度来分析影响恩施州腾讯QQ用户采纳行为的因素。对回收的问卷进行数据整理,通过SPSS等统计软件和AMOS结构方程分析,检验模型假设。研究结果表明,除了主观规范对恩施州腾讯QQ用户采纳行为没有产生明显影响之外,网络外部性、感知有用性、感知易用性、信任、感知趣味性和感知风险都会影响用户对腾讯QQ的采纳行为。最后,在以上研究成果基础上提出了有助于即时通讯企业在恩施州推广即时通讯软件的对策建议,总结了本文对恩施州即时通讯软件用户采纳行为的研究成果、研究局限及展望。
[Abstract]:With the arrival of the information age, all kinds of information products appear in the vision of consumers. As one of the most popular information products, instant messaging software plays an indispensable role in people's life and work. More and more enterprises and individual users use a variety of instant messaging software to obtain information, knowledge, intelligence, and achieve rapid and convenient information exchange. The growth of the instant messaging industry has increased the number and variety of instant messaging software, providing users with more options and sources of information. Instant messaging software user adoption refers to how consumers choose and use an instant messaging product more effectively according to their own needs in order to obtain more information resources. Analyzing the user adoption behavior of instant messaging software is helpful for manufacturers to provide products and services according to consumers' needs more effectively, and to screen a kind of instant messaging software according to their preferences. At present, the research on the related technology of instant messaging software, marketing, is quite common, but the research on user adoption behavior in minority areas is relatively limited. In this paper, the user adoption behavior of Enshi instant messaging software is studied. This paper begins with the research background of user adoption behavior of instant messaging software, and expounds the significance of user adoption behavior in Enshi Prefecture. This paper introduces the previous research experience and literature review on user adoption behavior of instant messaging software, as well as the main contents and basic methods of this paper. This paper expounds the theoretical basis of user adoption behavior of instant messaging software. This paper summarizes the current situation of the national instant communication software industry: first, the market expands rapidly, the user scale is huge; second, the instant communication software market presents the state of "one family is dominant, the princes are divided"; third, the relevant policies and regulations are not perfect enough. At the same time, the significance and restriction factors of the development of Enshi instant messaging software industry are analyzed. In the form of questionnaire, 400 questionnaires were sent to the users or potential users of the instant messaging software in Enshi Prefecture, 390 copies were collected, and the data of the questionnaires were collected and sorted out. On this basis, the current situation of the use of the instant messaging software in Enshi Prefecture was analyzed. Taking Tencent QQ as an example, the research model of user adoption behavior of Tencent QQ is constructed, and the research model includes network externality, perceived usefulness, perceived usability, trust, and perceived interest. Perceived risk and subjective norms are seven dimensions to analyze the factors that affect the user adoption behavior of Tencent QQ in Enshi. The data of the collected questionnaire were analyzed by SPSS and AMOS structure equation to test the hypothesis of the model. The results show that, in addition to subjective norms on Tencent QQ user adoption behavior has no obvious impact, network externalities, perceived usefulness, perceived usability, trust, Perceived interest and perceived risk will affect the user's adoption of Tencent QQ behavior. Finally, on the basis of the above research results, the paper puts forward the countermeasures and suggestions to help the instant messaging enterprises to promote the instant messaging software in Enshi Prefecture, and summarizes the research results of this paper on the user's adoption behavior of the instant communication software in Enshi Prefecture. Research limitations and prospects.
【学位授予单位】：中南民族大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F713.55;F49

【相似文献】