基于三网融合的农村信息服务消费者意愿研究——以重庆农村为例  

Research on Consumer' Willingness to Use Village Information Service Based on the Three-network Convergence—Take the village in Chongqing as an example

作　　者：马凌[1] 许建雷[1] 潘泉宏[1] 

机构地区：[1]重庆邮电大学经济管理学院,重庆400065

出　　处：《情报科学》2015年第2期109-114,共6页Information Science

基　　金：重庆市社会科学规划重点项目(2010ZDZH13)

摘　　要：三网融合农村信息服务是充分满足农村信息需求的必然选择。以计划行为理论为基础,基于用户创新性和对运营商信任的视角,建立用户使用意愿的研究模型。研究证明,用户自身的创新性以及对运营商的信任是用户使用意愿的重要影响因素,并由此对产业链上的各运营主体提出了推广三网融合农村信息服务的对策建议。The village information service based on the Three-network Convergence is the inevitablechoice to fully meet the demand for village information service. In the perspective of the innovation andtrust, the paper creats a model to study the user＇willingness based on the theory of planned behavior. Theresearch finds the innovation and trust are the important factors to affect user＇willingness, thus puts for-ward the suggestions to promote the village information service based on the three-network convergencefor the operators of the industry chain.

关 键 词：三网融合 农村信息服务 创新性 信任 计划行为理论 

分 类 号：G252.0[文化科学—图书馆学]