湖湘文化对移动商务用户采纳的影响研究

发布时间：2018-01-24 15:49

本文关键词： 移动商务用户采纳湖湘文化　出处：《中南林业科技大学》2012年硕士论文　论文类型：学位论文

【摘要】：3G牌照的颁布,标志着我国移动通信全面步入3G时代。移动终端设备的不断更新以及庞大的手机用户,为我国移动商务的发展提供了良好的外部条件。湖南作为首个国家移动商务试点示范省,经过多年发展,移动商务应用在全国一直保持领先地位,其中以文化领域的应用最为突出。湖湘文化作为一种极具特色的地域文化,对人们产生了多方面的影响,而这种地域文化是否对移动商务用户采纳产生了影响,又是如何影响湖南地区移动商务用户采纳的。基于此,本文认为从湖湘文化角度对移动商务用户采纳进行研究具有非常重要的意义。本研究的主要目的是研究湖湘文化对移动商务用户采纳的影响。文章以湖南地区的湖南籍用户为研究对象,以Hofstede文化维度和技术接受模型为理论基础,结合湖湘文化的特点及国内外学者的研究成果,增加信任和感知娱乐性两个变量,构建了湖湘文化对移动商务用户采纳影响的综合研究模型,然后选择测量指标,设计本研究的调查问卷,并进行问卷发放和调查。最后利用主成分分析法和多元回归分析对收集的样本数据进行实证分析,得出了本研究的主要结论。本研究发现：依据Hofstede对湖湘文化的维度进行划分,湖湘文化表现为集体主义、男性化、长期取向倾向以及弱不确定性规避和低权力距离；湖湘文化显著影响用户对移动商务的感知有用性、感知娱乐性和信任；而感知有用性和感知娱乐性显著影响移动商务用户的态度,从而影响用户的采纳意向。这说明湖湘文化对移动商务的应用有着显著的推动作用。研究结果有助于进一步深化文化与移动商务采纳的相关理论研究；在实践上有利于推动湖南移动商务的发展,并为我国其他省市移动商务的发展提供示范效应。
[Abstract]:3G licenses issued, marking China's mobile communications entered the era of the 3G. The mobile terminal equipment's updating and huge mobile phone users, provides a good external conditions for the development of mobile commerce in China. Hunan as the first national mobile commerce pilot demonstration Province, after several years of development, has been maintained in mobile commerce applications the leading position, with the application of the field of culture. The most prominent Huxiang culture regional culture as a very characteristic, the impact on people, and this kind of regional culture of mobile commerce users adopt the impact, and how does it affect the Hunan area of mobile commerce adoption. Based on this, the adoption of research is very important for mobile business users from the perspective of Huxiang culture.
The main purpose of this research is to study the influence of Huxiang culture on mobile commerce adoption. Taking Hunan area in Hunan Province as the research object to users, Hofstede's cultural dimensions and the technology acceptance model as the theoretical basis, combined with the research results of the characteristics of the Huxiang culture at home and abroad, entertainment trust and perception of the two variables. The construction of Huxiang culture comprehensive study of mobile commerce adoption effect model, and then select the measurement indicators, the questionnaire is designed, and the questionnaire and investigation.
Finally, using principal component analysis and multiple regression analysis of empirical analysis of sample data to collect, draw the main conclusions of this study. This study found that: Hofstede divided according to Huxiang culture dimension, Huxiang culture is collectivism, masculine, long-term orientation tendency and weak uncertainty avoidance and low power distance; Hunan culture significantly affect the users of mobile commerce perceived usefulness, perceived entertainment and trust; perceived usefulness and perceived entertainment effect of mobile commerce user attitude, thus affecting the user's adoption intention. The application of Hunan culture on mobile commerce has a significant promoting role. The research results are helpful to to further deepen the cultural and theoretical research of mobile commerce adoption.; in practice is conducive to promoting the development of mobile commerce in Hunan, and other provinces and cities in China The development of mobile commerce provides a demonstration effect.

【学位授予单位】：中南林业科技大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F626;F224

【引证文献】