移动位置服务中的用户决策行为理论实证研究  

Empirical Research on User Decision Behavior Theory in Mobile Location- Based Services

作　　者：田博[1] 巴和林 

机构地区：[1]上海财经大学信息管理与工程学院,上海200433

出　　处：《科技管理研究》2016年第10期221-224,236,共5页Science and Technology Management Research

基　　金：国家自然科学基金项目"BtoC电子商务中基于分层Bayesian网络的信任与声誉计算理论研究"(71302080);教育部人文社科研究规划基金项目"移动支付中的感知信任与消费决策理论研究"(13YJC630149);教育部高等学校博士学科点专项科研基金项目"基于互动的移动支付消费决策理论研究"(20120078120001)

摘　　要：移动位置服务(Location-based service,LBS)发展的障碍之一就是用户参与的主动性不足。为解决该问题,本文将网络效应引入位置服务,融合信任理论和技术接受模型(Technology acceptance model,TAM),提出基于网络效应的位置服务用户决策理论,建立关系概念模型,提出相关假设并进行实证检验。研究结果表明参与用户数较感知附加功能影响更显著;技术信任对用户的参与行为影响显著;感知有用性较感知易用性受自变量作用更大。结合研究结论提出了用户对位置服务的信任提升和位置服务推广的建议。There are some obstacles in the development of location -based services （LBS）, one of which is that the user＇s geographic location can＇ t be rationally developed. Network effects are introduced in LBS in this paper. New user decision behavior theory is proposed based on network effects, in which trust theory and technology acceptance model （TAM） is fused. The relational concept model is established. The relevant hypotheses are put forward and the empirical test is con- ducted. Research results show that the effect of the number of users is more significantly than perceived additional function; technology trust of user affects participation behavior significantly, and perceived usefulness has more role than perceived ease of use. At last, suggestions on promotion of the user＇s trust and development of location service are put forward.

关 键 词：位置服务 网络效应 信任理论 TAM 结构方程模型 

分 类 号：F724.6[经济管理—产业经济]