基于TAM的二维码移动购物用户影响因素研究

发布时间：2018-04-27 22:37

本文选题：移动商务 + 二维码购物　；参考：《北京工业大学》2015年硕士论文

【摘要】：二维码这种新兴技术在移动购物中的应用,使得二维码扫描移动购物逐渐成为了一种新颖、时尚、便捷的购物方式,二维码移动购物发展的前提条件是用户采纳和使用二维码扫描进行购物,用户接受与否直接决定二维码购物这一应用的成败。本研究探讨了影响用户二维码购物使用行为的因素和作用机理,对二维码移动购物的发展有着重要的现实意义。本文将技术接受模型应用于二维码移动购物领域的用户影响因素研究。本文定义了影响用户接受二维码移动购物的基础变量,并对各个基础变量之间的关系作出了六个研究关系假设,构建出初始技术接受基础模型。然后结合二维码购物的特点及用户使用情境,进一步分析了二维码移动购物中的用户影响因素,引入感知成本、感知娱乐、感知风险、网络外部性、日常易受他人影响五个扩展变量,构建出了二维码购物的技术接受扩展模型。本文同时参考相关研究领域的经典量表,综合有关专家的意见为研究模型设计调查问卷搜集数据。对问卷和数据采用信度分析,因子分析方法,证明了样本数据具有较高的可信度,问卷各个类选项之间具有一定的稳定性和一致性。并使用结构方程模型对各个潜在变量之间的关系假设进行验证分析,最终对二维码移动购物的技术接受扩展模型进行了修正,并对研究结果进行解释分析。本文实证结果显示,感知有用性和感知娱乐性是影响消费者使用二维码购物的最关键性因素,感知易用、感知成本、感知风险、感知行为控制、日常易受影响也是消费者接受二维码购物的影响因素,而网络外部性对用户的使用态度没有显著影响。实证结果预期能够为市场各方的决策者提供参考和决策依据,能够促进我国二维码购物平台的发展,同时也为移动商务其他应用发展提供借鉴。
[Abstract]:The application of the new technology of QR code in mobile shopping makes it become a novel, fashionable and convenient shopping way. The precondition of the development of the mobile shopping is that the users adopt and use the two-dimension code scanning for shopping, and the acceptance of the users directly determines the success or failure of the application of the two-dimension code shopping. This study discusses the factors and mechanism that affect the user's shopping behavior of QR code, which has important practical significance for the development of QR code mobile shopping. In this paper, the technology acceptance model is applied to the research of user influencing factors in the area of mobile shopping. In this paper, we define the basic variables that affect the user's acceptance of QR mobile shopping, and make six hypotheses on the relationship between the basic variables, and construct the initial technology acceptance model. Then combined with the characteristics of two-dimensional code shopping and user usage situation, this paper further analyzes the user influence factors in two-dimensional code mobile shopping, introducing perceived cost, perceived entertainment, perceived risk, network externality. In this paper, the technology acceptance extension model of two dimensional code shopping is constructed, which is easily influenced by other people. This paper also refers to the classical scale of relevant research fields and synthesizes the opinions of relevant experts to collect data for the research model design questionnaire. The reliability analysis and factor analysis method are used to analyze the questionnaire and data. It is proved that the sample data have high reliability and the questionnaire has certain stability and consistency among the various types of options. The structural equation model is used to verify and analyze the hypothesis of the relationship among the potential variables. Finally, the extended technology acceptance model of two-dimensional code mobile shopping is modified, and the research results are explained and analyzed. The empirical results show that perceived usefulness and perceived entertainment are the most important factors that affect consumers' shopping using QR codes, such as perceived ease of use, perceived cost, perceived risk, perceived behavior control. Daily vulnerability is also the influence factor of consumers' acceptance of QR code shopping, while network externality has no significant effect on users' use attitude. The empirical results are expected to provide reference and decision basis for market decision makers, promote the development of QR shopping platform in China, and also provide reference for other mobile commerce applications.
【学位授予单位】：北京工业大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F713.36;TP391.44

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