基于SCT和TAM的三网融合业务采纳态度模型  

Adoption attitude toward three-network convergence service based on SCT and TAM

作　　者：杜惠英 张晓睿 袁瑞鑫 DU Huiying;ZHANG Xiaorui;YUAN Ruixin(School of Information Management,Beijing Information Science&Technology University,Beijing 100192,China)

机构地区：[1]北京信息科技大学信息管理学院

出　　处：《北京信息科技大学学报（自然科学版）》2019年第6期47-52,共6页Journal of Beijing Information Science and Technology University

基　　金：北京信息科技大学学校校科研基金项目资助(1835006)

摘　　要：立足于IPTV、互动电视、移动电视三网融合消费者行为意愿相关理论,以社会认知理论和技术接受模型为基础,提出了三网融合消费者采纳态度模型,包含感知有用性、感知易用性、感知风险、使用习惯、个人创新性、社会影响因素6个影响因子。采用问卷调研的方式并通过smart PLS进行整体模型验证。实验结果表明,感知易用性和社会影响因素对消费者的态度有显著正向影响,而其余因素对消费者的态度影响并不显著。Based on the technology acceptance model(TAM), this study investigates user acceptance and willingness to use triple network convergence service,namely the integration of IPTV, interactive TV and mobile TV. We propose six effecting factors, including perceived usefulness, perceived usability, perceived risk, using habits, individual innovation, and social influence factors. We use a questionnaire survey and verify the overall model through smart PLS. The experimental results show that perceived usability and social influence factors have a significant positive impact on consumers’ attitudes, while other factors have no significant impact on consumers’ attitudes.

关 键 词：三网融合 社会认知理论 技术接受模型 消费者使用态度 

分 类 号：G229[文化科学]