个性化移动商务的行为模型研究

发布时间：2018-01-14 18:18

本文关键词：个性化移动商务的行为模型研究　出处：《广东工业大学》2008年硕士论文　论文类型：学位论文

【摘要】： 随着无线和移动网络的出现,使移动通信技术与商务活动的结合--移动商务(M-commerce)获得了不菲的收益,同时也为移动设备和服务创造了新的机遇。手机作为一种基本的通信设备已被世人所认可,沟通与信息的传递贯穿了商务活动中的各个环节。然而,移动商务发展至今仍然处在初级阶段。由于移动通信固有的一机一人的特点,移动商务最大的优势在于可以直接针对移动用户个人提供随时随地的个性化服务,而个性化信息是个性化服务的前提和基础。因此如何将最合适的信息,在最适当的时候,通过最合适的方式,发送给最合适的人就成为解决移动商务的个性化问题的关键。本文旨在从行为科学的角度,研究个性化移动商务的行为模型,分析消费者对移动商务的态度的影响因素结构,以及态度、意图和行为之间的关系,并研究结构模型的个性化组成。首先,设计了一个关于移动商务的调查问卷,通过调查问卷收集到的数据,来了解用户在手机和移动商务方面的使用情况,用户对移动商务的态度,以及在酒店预订领域的喜好。并对收集到的调查问卷的数据进行了整理和详细的描述说明。然后,对收集的调查问卷的数据进行可靠性和有效性的验证,再通过PLS进行度量模型和结构模型的分析,分析并解释说明个性化、态度、意图和行为这些结构之间的关联程度,以及理论基础上假设的关系是否在试验验证中也成立。其次,提出了酒店预订领域使用移动电子优惠券的案例,以此来分析移动商务中的个性化因素和酒店预定这个案例中的个性化组成,并说明个性化移动商务的需要和建立个性化模型的方法。在确定了个性化在影响消费者对移动广告的态度方面的重要性之后,分析哪些变量因素会对个性化的效用产生影响。同时,根据之前对数据的分析,提出了贝叶斯网的结构模型,论述了设置先验概率和匹配工具,并介绍贝叶斯网的学习算法,以及基于分布式贝叶斯网的个性化模型。最后,对本文的内容进行了总结,并指出了个性化移动商务的行为模型可应用的其它领域。
[Abstract]:With the advent of wireless and mobile network, the combination of mobile communication technology and mobile commerce business activities (M-commerce) revenue, but also creates new opportunities for mobile devices and mobile phone services. As a basic communications equipment has been recognized by the world, and the transmission of information through communication all aspects of business activities.
However, the development of mobile commerce is still in the initial stage. Due to the inherent characteristics of mobile communication machine and the advantages of mobile commerce is the largest can provide personalized service for mobile user whenever and wherever possible, and personalized information is the premise and foundation of personalized service. So how to take the most appropriate information, at the most appropriate time and through the most appropriate way, sent to the most appropriate person has become the key to solve the problem of personalized mobile commerce.
This paper from the perspective of behavioral science, behavior model of personalized mobile commerce, structure, analysis of the influencing factors of consumer attitudes toward mobile commerce and the relation between attitude, intention and behavior, and to study the structure model of the individual components. Firstly, design a mobile commerce questionnaire, the questionnaire collected the data, to understand the use of mobile phone and mobile commerce users, user attitude of mobile commerce, and preferences in hotel reservations domain. The questionnaire and the collected data were collected and described in detail. Then, the questionnaire to collect data to verify the reliability and validity of the analysis of measurement model and structural model by PLS, analysis and explanation of personality, attitude, the degree of correlation between intention and behavior of these structures, to The relationship between hypothesis and theoretical foundation on whether in the experimental verification was also established. Secondly, the use of mobile electronic coupon hotel reservation field case, in order to analyze the case of the predetermined factors and the composition of personalized personalized hotel in mobile commerce, and that the individual needs of mobile commerce and method of establishing the personalized model. After determining the individual importance in influencing consumers attitude on mobile ads, analysis of which variables may influence the individual utility. At the same time, according to the analysis of the data, puts forward the structure model of Bayesian network, discusses the setting of the prior probability and matching tools, and introduces the Bayesian network learning algorithm, and personalized model based on distributed Bayesian network. Finally, the contents of this article are summarized, and pointed out the personalized mobile commerce behavior Other fields that can be applied to the model.

【学位授予单位】：广东工业大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F626;F224

【共引文献】