技术准备度在消费者感知和采纳移动应用程序中的作用
发布时间：2018-08-25 17:55
【摘要】：科技的日益发展和移动智能设备的普及,促进了移动应用程序的发展,手机银行、手机购物、手机打车等移动应用程序服务不断推陈出新。当某类移动应用程序新推出市场时,引领时尚的消费者会第一时间体验新推出的移动应用程序服务,随着良好使用体验口碑的传播,越来越多的消费者逐渐开始使用备受好评的移动应用程序,移动应用程序的使用时间呈现出前后不一的差别。人们这种有差别性的选择最终会影响企业的利益,企业针对这种现象,区分消费者类型,对不同时期、不同类型的消费者有针对性的进行营销,高效利用有限资源显得格外重要。基于此,本研究引入技术准备度,探索不同类型消费者感知和采纳移动应用程序的不同。本研究旨在讨论科技准备度与消费者感知和采纳移动应用程序的关系,并在此基础上引入外界刺激作为调节变量。现有的有关理论来自市场营销、心理学和信息系统领域,根据相关理论的梳理和归纳提出关于技术准备度、感知移动应用程序服务质量、行为意图、使用行为和外界刺激五者之间的研究假设并构建理论模型、采用结构方程模型检验研究假设,最后探讨不同技术准备度消费者感知移动应用程序服务质量和行为意图之间的关系。研究结果表明,技术准备度与感知移动应用程序服务质量正相关；技术准备度与行为意图正相关,并且在技术准备度的四个维度中,创新性和乐观主义对感知移动应用程序服务质量和行为意图的正相关得到了证实；感知移动应用程序服务质量与行为意图正相关,并且感知移动应用程序服务质量是技术准备度和行为意图的中介变量；外界刺激是技术准备度和行为意图的调节变量；不同技术准备度的四类消费者感知移动应用程序服务质量和行为意图不相同。
[Abstract]:With the development of technology and the popularity of mobile smart devices, mobile applications have been developed, such as mobile banking, mobile phone shopping, mobile taxi and other mobile application services. When certain types of mobile applications are introduced to the market, trendy consumers will experience the new mobile application services in the first place, as word of mouth spreads with the good use of the experience. More and more consumers are starting to use well-received mobile applications, with inconsistent usage times. This kind of differential choice will ultimately affect the interests of the enterprise. The enterprise aims at this phenomenon, differentiates the consumer type, carries on the marketing pertinently to the different period, the different type consumer, Efficient use of limited resources is particularly important. Based on this, this study introduces technology readiness to explore the different types of consumer perception and adoption of mobile applications. The purpose of this study is to discuss the relationship between technology readiness and consumer perception and adoption of mobile applications, and to introduce external stimuli as regulatory variables. The existing theories come from the fields of marketing, psychology and information systems. Using the hypothesis between behavior and external stimulus and constructing a theoretical model, the structural equation model is used to test the research hypothesis. Finally, the relationship between customer perceived quality of service and behavioral intent of mobile applications with different technical readiness is discussed. The results show that there is a positive correlation between technology readiness and perceived quality of service for mobile applications, a positive correlation between technical readiness and behavioral intent, and four dimensions of technology readiness. The positive correlation between perceived quality of service and behavioral intent of mobile applications is confirmed by innovation and optimism, and perceived quality of service of mobile applications is positively correlated with behavioral intent. The perceived QoS of mobile application is the intermediate variable of technical readiness and behavioral intention, and the external stimulus is the adjusting variable of technical readiness and behavioral intention. The four categories of consumers with different technical readiness perceive mobile applications with different QoS and behavioral intent.
【学位授予单位】：西南交通大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F713.55
本文编号：2203654
[Abstract]:With the development of technology and the popularity of mobile smart devices, mobile applications have been developed, such as mobile banking, mobile phone shopping, mobile taxi and other mobile application services. When certain types of mobile applications are introduced to the market, trendy consumers will experience the new mobile application services in the first place, as word of mouth spreads with the good use of the experience. More and more consumers are starting to use well-received mobile applications, with inconsistent usage times. This kind of differential choice will ultimately affect the interests of the enterprise. The enterprise aims at this phenomenon, differentiates the consumer type, carries on the marketing pertinently to the different period, the different type consumer, Efficient use of limited resources is particularly important. Based on this, this study introduces technology readiness to explore the different types of consumer perception and adoption of mobile applications. The purpose of this study is to discuss the relationship between technology readiness and consumer perception and adoption of mobile applications, and to introduce external stimuli as regulatory variables. The existing theories come from the fields of marketing, psychology and information systems. Using the hypothesis between behavior and external stimulus and constructing a theoretical model, the structural equation model is used to test the research hypothesis. Finally, the relationship between customer perceived quality of service and behavioral intent of mobile applications with different technical readiness is discussed. The results show that there is a positive correlation between technology readiness and perceived quality of service for mobile applications, a positive correlation between technical readiness and behavioral intent, and four dimensions of technology readiness. The positive correlation between perceived quality of service and behavioral intent of mobile applications is confirmed by innovation and optimism, and perceived quality of service of mobile applications is positively correlated with behavioral intent. The perceived QoS of mobile application is the intermediate variable of technical readiness and behavioral intention, and the external stimulus is the adjusting variable of technical readiness and behavioral intention. The four categories of consumers with different technical readiness perceive mobile applications with different QoS and behavioral intent.
【学位授予单位】：西南交通大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F713.55
【参考文献】
相关期刊论文 前1条
1 陈林芬,王重鸣;网络消费者行为与电子商务服务质量的关系[J];消费经济;2005年03期
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