移动互联网用户采纳研究——基于感知利益、成本和风险视角  

Research on Users' Adoption of Mobile Internet Based on Perceived Benefits,Cost and Risk

作　　者：杨永清[1,2] 张金隆[2] 满青珊[2] 慕庆国[1] 

机构地区：[1]山东工商学院管理学院,烟台264005 [2]华中科技大学管理学院,武汉430074

出　　处：《情报杂志》2012年第1期200-206,F0003,共8页Journal of Intelligence

基　　金：国家自然科学基金项目"移动商务的基础理论与技术方法研究"(编号:70731001);"绩效评价的软件过程改进模型研究"(编号:70971124);教育部人文社会科学基金项目"基于突发事件的应急供应管理策略研究"(编号:09YJA630085);山东省自然科学青年基金项目"移动网络环境下消费者对增值服务的感知风险研究"(编号:ZR2011GQ010);山东省科学技术发展计划(软科学部分)"基于近距离移动支付模式的商户接受行为研究"(编号:2011RKGA2021)

摘　　要：基于感知利益、成本和风险视角,对移动互联网用户采纳行为进行研究,构建用户采纳的结构方程模型,以揭示影响用户采纳移动互联网的关键因素及其作用机理。利用SPSS软件对模型量表进行探索性因子分析,使用SmartPLS软件对模型量表进行验证性因子分析和对结构方程模型的假设进行检验。结果显示用户对移动互联网的感知有用性、感知乐趣、无所不在性、感知成本对感知价值影响显著,感知价值、社会影响和感知有用性对用户采纳意向有直接影响,用户创新意识对感知价值与用户采纳意向的关系有显著负向调节作用。最后,对研究结果进行了讨论,提出促进我国移动互联网发展的建议。In order to clarify the key factors influencing users＇ adoption behavior of Mobile Internet,a structural equation model was developed based on perceived benefits,cost,and risk.Exploratory factor analysis was performed using SPSS,and confirmatory factor analysis and hypotheses test were conducted by Smart PLS.Results show that consumers＇ perceived usefulness,perceived entertainment,ubiquity,and perceived cost have significant influences on perceived value of the Mobile Internet;perceived value,social influences,and perceived usefulness have positive effects on adoption intention;users＇ innovativeness has significant negative moderating effect on the relationship between perceived value and adoption intention.Finally,research results were discussed,and the suggestions for promoting domestic mobile Internet were proposed.

关 键 词：移动互联网 感知价值 感知利益 感知风险 感知成本 

分 类 号：F713.55[经济管理—市场营销] F224.7[经济管理—产业经济]