短视频平台美食在线订购用户采纳意愿研究--基于技术接受模型  

Research on the adoption intention of online ordering of food on short video platform--Based on technology acceptance model

作　　者：高功步[1] 吴先雨 费倩 GAO Gongbu;WU Xianyu;FEI Qian(Business School,Yangzhou University,Yangzhou,Jiangsu 225127,China)

机构地区：[1]扬州大学商学院,江苏扬州225127

出　　处：《美食研究》2021年第3期29-36,共8页Journal of Researches on Dietetic Science and Culture

基　　金：国家自然科学基金项目(71801125);扬州大学本科专业品牌化建设与提升工程资助项目(ZYPP2018C025)。

摘　　要：从用户层面出发,基于TAM技术接受模型,结合美食类短视频特性,分析其对用户在线订购采纳意愿的作用路径。研究结果表明:(1)美食类短视频的趣味性、视频流量和服务响应显著正向影响用户感知易用性,信息量显著正向影响用户感知有用性;(2)用户感知易用性和有用性显著正向影响其在线订购采纳意愿;(3)用户对短视频平台的信任度越高,感知有用性对采纳意愿的正向影响越强。鉴于此,提出美食类短视频要从视频特性、技术以及平台三个层面来提高用户采纳意愿。From the users’perspective,the effect of short food videos on users’online ordering adoption intention was analyzed based on technology acceptance model and the characteristics of short food videos.The results showed that:(1)The interest,video traffic and service response of short food videos had a significant positive impact on perceived usability,and the amount of information had a significant positive impact on perceived usefulness;(2)The perceived usability and usefulness significantly and positively affected the online ordering adoption intention;and(3)The more the users trust the short video platform,the stronger the positive impact of perceived usefulness on adoption intention.Therefore,it was proposed that the short food videos for improving the adoption intention of users should be emphasized on three aspects:video characteristics,technology and platform.

关 键 词：短视频 美食传播 在线订购 技术接受模型 

分 类 号：TS971[轻工技术与工程]