情景感知服务的用户接受模型及实证研究

发布时间：2018-03-11 00:08

本文选题：情景感知　切入点：UTAUT　出处：《北京邮电大学》2012年硕士论文　论文类型：学位论文

【摘要】：移动商务市场发展前景巨大,但目前的移动商务局限在静态领域,而不能实时响应用户需求的变化。情景感知正是这样一种新兴的的移动商务应用模式。因此,研究用户接受情景感知服务的影响因素成为一个新的研究课题。本文在UTAUT模型的基础上,分析绩效期望、努力期望和社会影响对行为意愿的影响,同时对情景感知服务的特点进行阐述。结合情景感知服务的特点,新增情景性和感知成本2个变量,构建用户接受情景感知服务模型。本研究采用问卷调查的方法,总共收集到296份有效问卷,经过统计分析,结果显示5个主要影响因素中有4个通过实证检验,按照影响的大小依次是社会影响、情景性、努力期望和绩效期望。同时绩效期望和努力期望充当的中介作用也得以检验,性别的调节作用也得以验证。最后,本研究利用实证分析的结果,对运营商提出营销建议,要注意口碑效应的传播、要提高定制化服务的精准性,还要提升情景感知服务的易用性和有用性。
[Abstract]:The mobile commerce market has a great development prospect, but the current mobile commerce is limited in the static domain, and can not respond to the change of the user's demand in real time. Situational perception is just such a new mobile commerce application mode. It has become a new research topic to study the influencing factors of users' acceptance of situational awareness services. On the basis of UTAUT model, this paper analyzes the effect of performance expectation, effort expectation and social influence on behavior intention, and expounds the characteristics of situational perception service. Adding two variables of situational and perceptual cost to construct the model of user accepting situational perception service. A total of 296 valid questionnaires were collected in this study. The results showed that four of the five main influencing factors passed the empirical test. The order of influence was social impact and situational. At the same time, the mediating role of performance expectation and effort expectation is also tested, and the regulatory role of gender is also verified. Finally, based on the results of empirical analysis, this study puts forward marketing suggestions to operators. We should pay attention to the spread of word-of-mouth effect, improve the accuracy of customized services, and enhance the ease of use and usefulness of situational perception services.
【学位授予单位】：北京邮电大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F274;F626;F224

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