基于TAM模型的大学生竞赛参与意愿研究——以山西财经大学市场营销策划大赛为例  

Research on the Competition Participation Willingness of Undergraduates Based on the TAM Model——A Case Study of the Marketing Planning Competition in Shanxi University of Finance and Economics

作　　者：李亮[1] 尹春兰[1] LI Liang;YIN Chun-lan(School of Business Management,Shanxi University of Finance and Economies,Taiyuan 030006,China)

机构地区：[1]山西财经大学工商管理学院,山西太原030006

出　　处：《高等财经教育研究》2018年第3期86-90,共5页Journal of Higher Education Finance

基　　金：山西省教育教学改革研究项目"管理类大学生创新实践能力培养研究--以山西财经大学市场营销策划大赛为例"(2015103)

摘　　要：以山西财经大学营销策划大赛为例,通过采纳技术接受模型,用实证方法研究大学生竞赛参与意愿。结果表明,感知易用性正向影响感知有用性和参与态度,感知有用性正向影响参与态度,主观规范对于参与态度的影响不显著,参与态度正向影响参与意愿,是否属于工商学院显著调节感知易用性和感知有用性对于参与态度的影响。在此基础上,提出相应对策及未来研究方向。Taking the marketing planning competition in Shanxi University of Finance and Economics as an example, this paper empirically studies the competition participation willingness of undergraduates based on the model of TAM. The results are showed below. Firstly, perceived ease of use affects perceived usefulness and participation attitude positively. Secondly, perceived usefulness affects participation attitude positively. Thirdly, subjective norm has no significant effect on participation attitude. Fourthly, participation attitude affects participation willingness positively. Finally, the perceived ease of use and perceived usefulness of undergraduates in business school can obviously change the effect on participation attitude. On this basis, this paper proposes the corresponding countermeasures and the directions of future research.

关 键 词：技术接受模型 大学生竞赛参与意愿 营销策划大赛 

分 类 号：G645[文化科学—高等教育学]