情景感知服务的用户接受影响因素研究

发布时间：2018-06-13 02:42

本文选题：情景感知服务 + UTAUT　；参考：《北京邮电大学》2013年硕士论文

【摘要】：目前,移动商务市场发展迅速,竞争也越来越激烈,作为其中的一种新兴服务模式,情景感知服务由于其巨大的市场潜力和广阔的发展前景,成为了运营商和服务提供商竞争的焦点。情景感知服务包含两个因素：感知情景与使用情景。简单来说,系统首先捕捉用户所在的情景,然后对其分析,最后根据用户需求进行个性化服务。由于通信网络的升级、智能化移动终端的普及以及消费者对个性化泛在服务的需求,情景感知服务必然会成为移动服务的发展趋势。但是,关于情景感知服务的研究主要集中在技术层面,对其消费行为的研究还非常少,且已有的研究也有一定的局限性。本文希望从分析情景感知服务的个性特征入手,同时对消费者的心理及购买行为进行研究,建立以UTAUT模型为基础的情景感知服务接受模型,对影响用户接受情景感知服务的因素进行研究,以期为今后的研究以及实际应用提供参考。本文首先通过文献综述,对已有的用户接受模型进行改进和创新,建立情景感知服务的用户接受模型。然后设计问卷量表,进行实证调研,用得到的数据对模型进行验证,并得出用户对情景感知服务接受的影响因素。最后通过本文的研究对情景感知服务的营销提出切实可行的意见和建议。
[Abstract]:At present, the mobile commerce market is developing rapidly and the competition is becoming more and more fierce. As a new service mode, situational perception service has great market potential and broad development prospect. It has become the focus of competition between operators and service providers. Situational awareness services consist of two factors: situational awareness and usage. In brief, the system first captures the user's scene, then analyzes it, and finally carries on the personalized service according to the user's demand. Due to the upgrading of communication network, the popularity of intelligent mobile terminals and the demand of consumers for personalized ubiquitous services, situational awareness services will inevitably become the development trend of mobile services. However, the research on situational perception service is mainly focused on the technical level, the research on its consumption behavior is still very few, and the existing research also has some limitations. This paper aims to analyze the personality characteristics of situational perceived services, and at the same time to study consumers' psychology and purchase behavior, and to establish a situational perception service acceptance model based on UTAUT model. In order to provide reference for future research and practical application, this paper studies the factors that affect users' acceptance of situational awareness services. In this paper, the existing user acceptance model is improved and innovated through literature review, and the user acceptance model of situational awareness service is established. Then the questionnaire scale is designed and the empirical research is carried out. The model is verified by the data obtained and the factors influencing the acceptance of situational perception services are obtained. Finally, through the research of this paper, the marketing of situational perception service is put forward practical suggestions and suggestions.
【学位授予单位】：北京邮电大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F713.55;F626

【参考文献】