大学生位置商业信息服务用户采纳的影响因素研究

发布时间：2018-12-18 04:19

【摘要】：随着移动定位技术和网络技术发展,移动电子商务的发展成为现实,位置商业信息服务便是其中的一个典型代表。位置商业信息服务作为移动定位技术和商业信息服务的结合,是一种全新的商业信息传播模式,它满足了受众越来越多样、专业、个性化的需求,被认为是未来电子商务发展的新趋势。大学生群体受教育程度高,对新事物充满好奇,是位置商业信息服务的一个重要使用群体。本文以大学生为研究对象,运用问卷调查法、文献研究法,对大学生位置商业信息服务的采纳影响因素进行探索研究。本研究以新媒体权衡需求理论作为主要理论参考,加入感知有用、感知易用等自变量,以使用意向为因变量,通过各变量之间的影响关系,探索对大学生位置商业信息服务采纳的影响因素研究发现：性别、手机类型对位置商业信息服务的采纳有显著影响,感知有用性和感知易用性与使用意向正相关；感知风险和感知成本与使用意向负相关；主管规范、使用需求和使用动机与使用意向正相关。本研究通过对大学生群体位置商业信息服务的采纳影响因素研究发现,大学生的性别因素、位置商业信息服务应用程序的操作难易程度、使用服务过程中的潜在风险、服务内容与形式等对该服务的采纳意向有显著的影响。藉此提出建议：第一,运营商应当制定针对性的推广策略；第二,降低技术操作难度,提高操作的便捷性；第三,运营商应当加强自身信息管理借助技术研发规避隐私泄露风险；第四,加大创新投入提供多元化的服务内容。本研究的创新之处：从受众的采纳影响因素出发,借助消费行为学中感知风险的概念,以新媒体权衡需求为理论依据,使用量化研究方法,为位置商业信息服务研究提供新的视角。
[Abstract]:With the development of mobile positioning technology and network technology, the development of mobile electronic commerce becomes a reality, and location business information service is one of the typical representatives. As a combination of mobile location technology and commercial information service, location business information service is a new mode of business information dissemination, which meets the needs of the audience more and more diverse, professional and personalized. It is considered to be a new trend in the development of e-commerce in the future. College students are highly educated and curious about new things. They are important users of location business information service. This paper takes college students as the research object, uses the questionnaire survey method, the literature research method, carries on the exploration research to the university student location commercial information service adoption influence factor. This study takes the new media trade-off demand theory as the main theoretical reference, adds independent variables such as perceived usefulness and perceived ease of use, and takes the intention of use as the dependent variable, through the influence relationship between the variables. The research on the influencing factors of the adoption of location business information service for college students shows that gender, mobile phone type have significant influence on the adoption of location business information service, and perceived usefulness and perceived ease of use are positively related to the intention to use; Perceived risk and perceived cost are negatively correlated with the intention to use; Based on the study of the influencing factors of the adoption of location business information service for college students, this study found that the gender factors of college students, the ease of operation of the location business information service application, and the potential risks in the process of using the service. The content and form of the service have a significant impact on the intention to adopt the service. The following suggestions are put forward: first, operators should formulate targeted promotion strategies; second, the difficulty of technical operation should be reduced, and the convenience of operation should be improved. Third, operators should strengthen their own information management to avoid the risk of privacy disclosure with the help of technology research and development; fourth, increase innovation investment to provide diversified service content. The innovation of this study: from the audience's adoption influence factors, with the help of the concept of perceived risk in consumer behavior, based on the new media needs as the theoretical basis, the use of quantitative research methods, It provides a new perspective for the research of location business information service.
【学位授予单位】：西南大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F724.6;G645.5

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