消费者使用彩铃服务影响因素实证研究  

An Empirical Research on Factors Affecting the Adoption of CBRT

作　　者：彭建平[1] 徐远彬[1] 

机构地区：[1]中山大学管理学院管理科学系,广东广州510275

出　　处：《科学决策》2009年第4期22-28,共7页Scientific Decision Making

基　　金：国家自然基金(批准号:70572053)资助研究课题

摘　　要：论文基于技术接受模型(TAM)和网络外部性理论探讨影响接受和使用彩铃服务的关键因素,在文献分析和调研的基础上对TAM模型进行扩展。利用统计软件对研究模型的假设进行了检验。通过实证分析发现,包括感知易用性和新增的三个因素——感知娱乐性、网络外部性、感知服务资费在内的四大因素对彩铃的实际使用行为都有显著影响,其研究结论对电信增值服务部门制定营销策略有积极的指导意义。This study based on the TAM and Network Externality Theory discusses the factors affecting the adoption of CBRT. Based on the literature review and survey, the research model is proposed. This model extends the ATM through integrating 3 factors which are perceived playfulness, network externality and cost. The research model was empirically tested using data collected from a survey of CBRT users, the results indicate that all factors except perceived ease of use significantly affected users＇ actual behavior. The conclusions of this work to value - added service department of telecommunication possess a positive direction - function.

关 键 词：彩铃服务 技术接受模型 网络外部性 结构方程模型 

分 类 号：F279.26[经济管理—企业管理]