基于Trust-TAM整合模型的移动搜索用户采纳行为研究  

An Empirical Research on the Adoption Behavior of Mobile Search Users Based on Trust - TAM

作　　者：王小宁[1] 师伟伟[1] 

机构地区：[1]西安石油大学油气资源经济与管理研究中心,陕西西安710065

出　　处：《西安石油大学学报（社会科学版）》2013年第5期32-36,67,共6页Journal of Xi’an Shiyou University:Social Science Edition

基　　金：国家自然科学基金项目"新兴电子商务参与者行为规律研究"(70890081);西安石油大学基金项目"大学生移动商务的采纳研究"(Ys29031607)

摘　　要：目前移动搜索已成为用户查询信息的主要渠道,为此在技术接受模型和信任因素的基础上,建立了用户采纳移动搜索的整合模型,从而对收集的有效样本数据进行结构方程分析。结果表明:行为意向显著影响使用行为,感知易用性、感知有用性、感知信任对采纳行为均有显著影响,但影响依次减弱。并比较了高校学生和企事业单位职员的采纳行为,为移动搜索服务开发商和提供商指出了提高移动搜索用户市场占有率的努力方向。At present, mobile search has become one of the main ways of searching information for users. On the basis of TAM and trust, an integrated model of mobile search adopted by users has been built. And then the collected effective data samples are analyzed with Structural Equation Model. The result shows that behavioral intention significantly influences use behavior; and that perceived ease of use, perceived useful ness, and perceived trust also significantly influence adoption behavior, but the influence of those factors on a- doption behavior in turn fall into decline. Finally, the authors compare the adoption behaviors of college students and employees in enterprises and institutions market share of mobile search users for mobile search , presenting the striving direction about improving the service developers and suppliers.

关 键 词：移动搜索 技术接受模型 信任 采纳行为 整合模型 

分 类 号：F724.6[经济管理—产业经济]