天津财经大学大学生购物网站手机APP使用意愿影响因素研究

发布时间：2018-07-07 20:48

本文选题：购物网站手机客户端 + 技术接受模型　；参考：《天津财经大学》2015年硕士论文

【摘要】：伴随着互联网技术的发展,电子商务越来越被民众广泛的接受。而我国的移动网络日趋完善,手机,平板电脑等移动设备也越来越普及,利用移动设备进行购物逐渐进入民众的生活,相应地,购物网站手机客户端的发展也将进入高速发展的时期。然而,前人针对购物网站手机客户端的研究却较少。在此背景下,本文以大学生为调查对象,主要研究大学生对购物网站手机客户端的使用意愿的影响因素,期望以此对电商企业的手机购物方面有所帮助。本文在借鉴前人优秀的研究成果的基础上,综合实际生活中对购物网站手机客户端的认知与判断,构建了本文的模型。本文在技术接受模型的基础上,增加了感知风险与外在影响两个变量,对技术接受模型进行了改进。本文参考前人研究的成熟量表,编制了所需要的调查问卷,并通过预调查的方式对问卷进行了调整。通过正式的调查进行大规模的问卷发放获得大量而有效的研究数据,对所获取的数据使用SPSS16.0与Amos17.0进行数据分析。结果发现,感知有用性,感知易用性,外界影响对使用意愿有显著的正向影响,感知易用性与外界影响对感知有用性有显著的正向影响,而感知风险对于使用意愿的负向影响并不显著。基于此,结合我国购物网站手机客户端的现状,为其提出若干建议。
[Abstract]:With the development of internet technology, e-commerce is more and more widely accepted by people. And the mobile network in our country is becoming more and more perfect, mobile devices such as mobile phones and tablets are becoming more and more popular. The use of mobile devices for shopping is gradually entering the lives of the people, correspondingly, Shopping website mobile phone client development will also enter the period of high-speed development. However, the previous research on the mobile phone client of shopping website is less. Under this background, this article takes the university student as the investigation object, mainly studies the university student's influence factor to the shopping website mobile phone client's use intention, anticipates this to be helpful to the electronic commerce enterprise's mobile phone shopping aspect. On the basis of the outstanding research results of the predecessors, this paper constructs the model of this paper by synthesizing the cognition and judgment of the mobile phone client of the shopping website in real life. Based on the technology acceptance model, this paper adds two variables, perceptual risk and external influence, and improves the technology acceptance model. Referring to the mature scale of previous studies, this paper draws up the required questionnaire and adjusts the questionnaire by means of pre-survey. A large number of valid research data were obtained by formal survey and large-scale questionnaire distribution. SPSS 16.0 and Amos17.0 were used to analyze the obtained data. The results showed that perceived usefulness, perceived usability, and external influence had significant positive effects on perceived usability, while perceived usability and external influence had significant positive effects on perceived usefulness. The negative effect of perceived risk on willingness to use is not significant. Based on this, combined with the current situation of mobile phone client of shopping website in China, some suggestions are put forward.
【学位授予单位】：天津财经大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F724.6;F713.55

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