基于DTPB的移动O2O商务消费者采纳行为研究

发布时间：2018-04-11 13:09

  本文选题：移动OO商务 + 消费者采纳　； 参考：《管理工程学报》2016年04期

【摘要】：为揭示影响消费者对生活服务类移动O2O商务采纳的关键因素及其相互关系,基于分解的计划行为理论(DTPB),从信任、情景感知及感知价值视角,对移动O2O商务消费者采纳行为进行实证研究。通过问卷调查,收集283份有效问卷,采用SPSS和Smart PLS软件进行统计分析。研究结果表明,已有的移动商务消费者采纳行为研究的部分结论在移动O2O场合同样成立,但在移动O2O商务环境下,(1)消费者的行为态度对行为意向的影响远大于感知行为控制及主观规范对行为意向的影响;(2)感知价值对消费者使用态度的影响远大于服务提供商信任和情景感知,而情感与社会价值对用户总体感知价值的影响超过便利性价值和经济价值;(3)技术信任对使用态度没有直接影响,但会通过影响服务提供商信任间接影响用户的使用态度和使用意向。因此,移动O2O服务提供商应采取有效措施来提升用户的感知价值,引导消费者行为态度,而不能仅强调技术先进。
[Abstract]:In order to reveal the key factors that affect consumers' adoption of mobile O2O business in the life service category and their interrelationships, a decomposition based planning behavior theory is proposed, from the perspective of trust, situational perception and perceived value.This paper makes an empirical study on the adoption behavior of mobile O 2 O 2 O business consumers.A total of 283 valid questionnaires were collected and analyzed by SPSS and Smart PLS software.The results show that some of the conclusions of the existing research on consumer adoption behavior in mobile commerce also hold true in mobile O2O situations.However, in the mobile O2O business environment, the influence of consumer behavior attitude on behavior intention is much greater than that of perceived behavior control and subjective norms on behavior intention. 2) perceived value has much greater impact on consumer use attitude than service.Provider trust and situational awareness,The impact of emotion and social value on the overall perceived value of users is greater than that of convenience value and economic value.However, it can influence the user's attitude and intention indirectly by influencing the service provider's trust.Therefore, mobile O2O service providers should take effective measures to enhance the perceived value of users, guide consumer behavior attitude, and not only emphasize the advanced technology.
【作者单位】： 江西财经大学软件与通信工程学院;
【基金】：国家自然科学基金资助项目(71361012) 江西省自然科学基金资助项目(20132BAB201050) 江西省科技厅工业支撑计划资助项目(20123BBE50091)
【分类号】：F713.55;F724.6
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本文编号：1736142