移动服务使用意愿影响因素  

The Factors Affecting Consumer Intentions to Use Mobile Services Based on Integrated Technology Acceptance Model

作　　者：孙权[1] 胡秋灵[2] 

机构地区：[1]苏州市职业大学经贸系,江苏苏州215104 [2]陕西师范大学国际商学院,西安710062

出　　处：《商业研究》2009年第6期55-59,共5页Commercial Research

基　　金：教育部人文社会科学基金规划项目;项目编号:06JA790068

摘　　要：在技术接受模型的基础上加入了认知可信度因子,由计划行为理论和改进的技术接受模型构造出整合技术接受模型,采用结构方程模型方法对影响消费者移动服务使用意愿的因素进行实证研究。研究结果显示,知觉有用性、知觉易用性、认知可信度、知觉行为控制和感知成本在解释行为意图时有正向显著影响,可解释67%的变异量。The paper briefly introduces the theory of planned behavior and the technology acceptance model, added with perceived credibility in view of the features of mobile service industry. It is assumed that integrated technology acceptance model, based on the theory of planned behavior and the improved technology acceptance model, can be used to identify the factors that affect consumer intention to use mobile services. The data is tested with structural equation model. The results indicate that the integrated technology acceptance model can explain behavioral intention to use mobile services by 67%.

关 键 词：移动服务 使用意愿 技术接受模型 计划行为理论 

分 类 号：F272.3[经济管理—企业管理]