基于TAM的百度百科用户参与意向的影响因素研究  

Research on Influencing Factors of Baidupedia Users' Participating Intention Based on TAM

作　　者：常静[1,2] 杨建梅[1] 欧瑞秋[3] 

机构地区：[1]华南理工大学工商管理学院,广州510640 [2]广东金融学院工商管理系,广州510521 [3]中山大学国际商学院,广州510275

出　　处：《软科学》2010年第12期34-37,共4页Soft Science

基　　金：国家自然科学基金项目(70773041);广东省软科学项目(B070300030)

摘　　要：基于TAM的模型框架和相关文献,运用结构方程方法,探查了百度百科用户参与意向的影响因素。结果表明:兴趣动机和态度直接影响参与意向;求知动机、互惠动机和易用性感知通过其他变量间接影响参与意向;有用性感知既直接影响参与意向,又通过其他变量间接影响参与意向。各因素按对参与意向的总影响程度从大到小排序为兴趣动机、有用性感知、易用性感知、求知动机、态度和互惠动机。Based on the framework of TAM and relevant references,the factors that may impact Baidupedia users' participating intention are explored via SEM.The results show that: interest motivation and attitude affect participating intention directly;motivation for knowledge,reciprocity and perceived ease of use influence participating intention via other variables;perceived usefulness impacts participating intention both directly and indirectly.The descending order of the total effect on participating intention of all factors is as follows: interest motivation,perceived usefulness,perceived ease of use,motivation for knowledge,attitude and reciprocity motivation.

关 键 词：TAM 百科 参与意向 影响因素研究 USERS Influencing FACTORS Research 兴趣动机 直接影响 间接影响 互惠动机 感知 有用性 易用性 运用结构 影响程度 态度 模型框架 方程方法 变量 

分 类 号：G301[文化科学]