基于TAM的大学生微信采纳影响因素研究

发布时间：2018-01-31 11:12

本文关键词： 微信大学生技术接受模型结构方程模型　出处：《南京师范大学》2014年硕士论文　论文类型：学位论文

【摘要】：微信是一种开放式的网络社交媒体,拥有自由交互、原创分享、整合性等特点。大学生作为微信使用的一大主流群体,研究大学生微信采纳及使用的影响因素,不仅对于微信服务运营商具有一定的商业价值,而且对于引导大学生正确使用微信也具有重要的意义。本论文以大学生微信用户作为研究对象,把微信作为研究主题,运用技术接受模型和相关理论知识,并结合大学生用户群体的自身特性及微信的功能特点,把性别、年级、专业、使用微信的经验时间、平均使用时间、关注人数及关注类型这7个变量作为控制变量,探讨了影响微信采纳使用的若干因素变量,并建立了微信采纳使用影响因素的关系模型,深入分析了相关因子对大学生微信采纳及使用的影响程度。本研究采用问卷调查法和实证研究法,通过问卷测试来收集大学生微信使用的相关数据,共发放290份问卷,回收有效问卷262份。主要运用SPSS 17.0和AMOS 21.0来进行数据分析,运用同质性检验、因子分析及结构方程模型(AMOS)等方式进行了信度、效度分析、描述性统计分析、路径分析及单因子方差分析,验证了网络外部性、感知易用性、感知娱乐性、感知有用性、相容性、主观规范、态度、使用意愿这些因素对大学生微信采纳使用的影响,并根据因子间相互影响的程度大小,深入探讨了它们之间的相互关系。通过本文研究发现：感知有用性、感知易用性、感知娱乐性和相容性对态度均产生一定的正向影响,通过态度进而又能对大学生采纳使用微信产生间接影响。网络外部性能够通过影响感知有用性和感知易用性来对大学生采纳微信的态度产生作用；感知易用性和网络外部性共同对感知有用性产生积极的影响；同时,验证了网络外部性、主观规范对使用态度不能产生直接影响；控制变量中,年级、使用微信的经验时间、每天使用时长和关注好友数量对上述9个因子具有影响作用。最后,依据以上研究结论以及微信自身的功能特点,本文提出了有关科学引导大学生采纳使用微信的一些建议及提高微信运营商竞争力的一些措施。本文给微信运营商提出了相关的建议,如加强设计简单易用的界面和功能,加大学习和娱乐板块的开发力度,重视主观规范发挥的重要作用,以此提升微信在大学生用户中的商业价值。此外,还指出大学生要通过使用微信来形成科学的行为方式的重要意义。
[Abstract]:WeChat is an open network of social media, with the characteristics of free interaction, original sharing, integration and so on. As a mainstream group of WeChat, college students study the factors that affect the adoption and use of WeChat. Not only has certain commercial value for WeChat service operators, but also has important significance for guiding college students to use WeChat correctly. Taking WeChat as the research theme, using technology to accept the model and relevant theoretical knowledge, and combining the characteristics of university students' user groups and the functional characteristics of WeChat, gender, grade, specialty, use of WeChat experience time. As the control variables, the average time of use, the number of people concerned and the type of concern are taken as control variables, and some factors that affect the adoption of WeChat are discussed, and the relationship model of the factors affecting the adoption of WeChat is established. This research adopts questionnaire and empirical research method to collect the relevant data of university students' WeChat use through questionnaire test. A total of 290 questionnaires were distributed and 262 valid questionnaires were collected. SPSS 17.0 and AMOS 21.0 were used for data analysis and homogeneity test. The reliability, validity, descriptive statistical analysis, path analysis and single factor variance analysis were carried out by factor analysis and structural equation model (AMOS) to verify the network externality and perceived ease of use. Perceived entertainment, perceived usefulness, compatibility, subjective norms, attitudes, use willingness to use these factors on the use of WeChat University students, and according to the extent of interaction between factors. In this paper, we find that perceived usefulness, perceived usability, perceived entertainment and compatibility have positive effects on attitudes. The network externality can influence the attitude of college students to adopt WeChat by influencing the perceived usefulness and perceived ease of use. Both perceived usability and network externality have a positive impact on perceived usefulness; At the same time, verify the network externality, subjective norms can not have a direct impact on the use of attitude; Control variables, grade, use of WeChat experience time, daily use of time and attention to the number of friends have an impact on the above nine factors. Finally, according to the above findings and the functional characteristics of WeChat itself. This paper puts forward some suggestions on how to guide college students to adopt WeChat and some measures to improve the competitiveness of WeChat operators. Such as strengthening the design of simple and easy-to-use interface and functions, increasing the development of learning and entertainment plate, pay attention to subjective norms play an important role in order to enhance the commercial value of WeChat in college students. It also points out the importance of using WeChat to form scientific behavior.
【学位授予单位】：南京师范大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：G645.5;G206

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