基于移动商务特征视角的移动购物用户采纳行为研究  

A Study on Consumers' Adoption of Mobile Shopping Services from a Perspective of Features in the Mobile Environment

作　　者：陆敏玲[1] 曹玉枝 鲁耀斌[1] 

机构地区：[1]华中科技大学管理学院,武汉430074 [2]深圳报业集团博士后工作站,深圳518034

出　　处：《情报杂志》2012年第9期202-206,F0003,共6页Journal of Intelligence

基　　金：国家自然科学基金项目"消费者信任转移机理研究:从电子商务到移动商务"(编号:70971049);国家自然科学基金NSFC/RGC项目"电子商务环境中社会资本对组织绩效的影响:纵向研究"(编号:71061160505);TD-SCDMA联合创新实验室支持;华中科技大学现代信息管理研究中心支持

摘　　要：从移动商务特征的视角,结合感知风险和感知费用,构建了移动购物用户采纳研究模型,分析影响用户移动购物使用意愿的促进因素和阻碍因素。通过问卷调查方式对模型和假设进行检验,结果表明移动商务三个显著特征感知无处不在、感知个性化和感知情境提供以及感知风险对用户移动购物使用意愿有显著影响。据此为移动购物服务商提出了提升用户采纳的对策建议。From the perspective of the features of mobile commerce, combined with perceived risks and perceived expenses, the study builds a model of consumers＂ adoption of mobile shopping services and analyzes the motivators and inhibitors influencing consumers＂ adop- tion. Using a questionnaire survey to test the model, the results find that the three distinctive features of mobile commerce including per- ceived ubiquity, perceived prsonaiization, perceived contextual offer and perceived risks have significant effects on consumers＂ intention to use mobile shopping services. Finally, the research puts forwards some suggestions for mobile shopping service providers.

关 键 词：移动购物 移动商务 用户采纳 结构方程模型 

分 类 号：C93[经济管理—管理学]