大学生移动商务采纳模型及其实证分析  

A model of college students' mobile commerce adoption and its empirical research

作　　者：胡宏力[1] 张亚翠[2] 

机构地区：[1]西安文理学院经济管理学院,陕西西安710065 [2]渭南师范学院经济与管理学院,陕西渭南714000

出　　处：《西安邮电大学学报》2016年第1期110-115,共6页Journal of Xi’an University of Posts and Telecommunications

基　　金：陕西省教育科学"十二五"规划资助项目(SGH140770)

摘　　要：以技术接受模型、理性行为理论为基础,构建大学生移动商务采纳模型,采用问卷调查法,通过网络和纸质两种渠道向在校大学生收集数据,共发放问卷270份,回收问卷230份,并运用因子分析和逻辑回归分析方法对调查数据进行了实证分析。结果表明,感知乐趣、感知有用性、亲密度对大学生移动商务采纳都有显著的正向影响,并根据这些影响因素,提出了促进大学生对移动商务采纳的对策。In order to explore the key factors which influence college students to adopt mobile com- merce, and to promote mobile commerce application to college students, based on the technology acceptance model and rational behavior theory, a college students＂ mobile commerce adoption model is constructed in this paper. Questionnaire survey through both network and paper channels are car- ried out and the data are collected. Two hundred and seventy questionnaires are sent out and 230 questionnaires are collected. The data are then analyzed by factor analysis and logistic regression a- nalysis. Results show that perceived pleasure, perceived usefulness, and intimacy has significant positive impacts on college students＂ mobile commerce adoption. According to these factors, coun- termeasures are proposed to promote the adoption of mobile commerce for college students.

关 键 词：大学生 移动商务 采纳模型 

分 类 号：F062.9[经济管理—政治经济学]