跨界生态链产品的用户接受行为影响因素研究——基于UTAUT模型  

Research on the Influencing Factors of User Acceptance Behavior of Cross—border Ecological Chain Products——Base on UTAUT Model

作　　者：叶笛[1] 陈欣蕾 刘震宇[3] YE Di;CHEN Xin-lei;LIU Zhen-yu(Huaqiao University School of Business Administration,Quanzhou 362021,China;Huaqiao University Oriental Business Management Center,Quanzhou 362021,China;School of Managment,Xiamen University,Xiamen 361005,China)

机构地区：[1]华侨大学工商管理学院,福建泉州362021 [2]华侨大学东方企业管理中心,福建泉州362021 [3]厦门大学管理学院,福建厦门361005

出　　处：《哈尔滨商业大学学报（社会科学版）》2021年第2期54-68,共15页Journal of Harbin University of Commerce:Social Science Edition

基　　金：中央高校基本科研业务费资助项目“华侨大学哲学社会科学青年学者成长工程资助项目”(18SKGC-QT01);福建省哲学社会科学规划项目“‘互联网+’背景下跨界创新催生新业态的融合发展机制研究”(FJ2018B037)。

摘　　要：跨界作为一种具有创新意义的商业模式,已成为企业转型发展和获取竞争优势的重要路径。研究基于整合技术接受理论(UTAUT),分析影响用户接受跨界产品的主要因素,同时加入感知风险、价格感知、品牌忠诚度等新增变量,构建跨界产品用户接受行为影响因素模型。数据分析结果显示,绩效期望、努力期望、品牌忠诚度、社群影响对用户使用意愿存在显著正向影响,价格感知会负向影响用户的使用行为;感知风险不会对用户使用意愿产生显著负向影响;促进因素和使用意愿会正向影响用户的使用行为;使用经验在绩效期望与用户接受意愿的关系中起显著正向调节影响。研究结果可为正在或试图进行跨界生产的企业组织提出考量跨界产品相关性等参考意见,为跨界产品研发推广、推动企业更好更快地实现产业转型与优化提供一定思路。This paper analyzes the main factors affecting users’acceptance of cross-border products from the perspective of Unified Theory of Acceptance and Use of Technology(UTAUT).The results show that performance expectations,effort expectations,brand loyalty,and community influence have significant positive effects on user willingness,perceived risks do not have a significant negative impact on user willingness,price perception will negatively affect user behavior,promotion altogether and willingness to use will positively affect user behavior,and experience has a significant positive adjustment effect on performance expectations and user acceptance,and gender and age have no significant impact on user acceptance.For the results for the enterprise organizations that are or trying to carry out cross-border production put forward to improve product ease of use,improve product cost-effective,enhance brand reputation and other reference opinions,for cross-border product research and development and promotion,to promote enterprises to better and faster industrial transformation and optimization to provide a certain idea.

关 键 词：跨界商业模式 UTAUT模型 使用行为 生态链产品 

分 类 号：F724.6[经济管理—产业经济] G252[文化科学—图书馆学]