SaaS模式的CRM用户接受度研究  

Research on user acceptance of SaaS-based CRM

作　　者：向坚持[1,2] 

机构地区：[1]中南大学商学院,长沙410083 [2]湖南师范大学计算机教学部,长沙410081

出　　处：《计算机工程与应用》2010年第29期215-218,共4页Computer Engineering and Applications

基　　金：湖南省科技厅科研资助项目(No.2008FJ3055)

摘　　要：客户关系管理是提高企业核心竞争力的关键之一,传统客户关系管理模式无法满足广大中小企业的需求。在讨论SaaS模式的CRM优势基础上,基于技术接受模型(TAM),提出了SaaS模式的CRM用户接受度模型。利用结构方程模型方法,通过实证分析,得出结论:感知有用、感知易用、环境因素和用户因素是SaaS模式CRM用户接受度的4个具有显著影响的因素。Customer Relationship Management（CRM） is one of the key factors to the development of enterprise＇s core competitiveness, and the pattern of traditional CRM is unable to satisfy the demands of the vast numbers of Small and Medium-sized Enterprises（SMEs）.In discussing the advantages of SaaS-based CRM,a SaaS-based user acceptance model of influencing factors based on the original Technology Acceptance Model（TAM） is proposed.Then,the model is tested by means of the method of Structure Equation Modeling（SEM） and empirical analysis.The result shows that perceived usefulness,perceived ease of use, external environmental and user factors are the four significantly affective factors of user acceptance of SaaS-model-based CRM.

关 键 词：客户关系管理 软件即服务 中小企业 用户接受度模型 

分 类 号：TP391[自动化与计算机技术—计算机应用技术]