手机导航软件用户持续使用行为的影响因素研究  

Influencing Factors of Continuous Using Behavior of Mobile Navigation Software Users

作　　者：万君[1] 张媛 Wan Jun;Zhang Yuan(School of Marketing Management Liaoning Technology University,Huludao Liaoning 125105)

机构地区：[1]辽宁工程技术大学营销管理学院,辽宁葫芦岛125105

出　　处：《情报探索》2022年第4期39-44,共6页Information Research

基　　金：辽宁省社会科学规划基金项目“基于网络购物情境的消费者隐性需求特征、影响因素及显化机理研究”(项目编号:L20BTQ007)成果之一。

摘　　要：[目的/意义]探究不同变量对导航软件持续使用意愿的影响,为导航软件的优化提供方向。[方法/过程]基于技术接受模型并且结合理性行为理论,根据导航软件的特点构建研究模型,以使用过导航软件的用户作为研究对象,运用问卷调查法并采用Spss和Amos进行数据分析。[结果/结论]操作界面简洁度、语音包资源、推荐度、成本风险和用户数量对导航软件的持续使用意愿具有显著影响,其中成本风险为负向影响因素,导航定位精准度和隐私风险并无显著影响。[Purpose/significance]The paper intends to explore the impact of different variables on the continuous using intention of navigation software and provide direction for the optimization of navigation software.[Method/process]Based on the technology acceptance model and combined with the rational behavior theory the paper constructs a research model according to the characteristics of navigation software takes the users who have used navigation software as the research object and makes a data analysis through questionnaire by Spss and Amos.[Result/conclusion]The results show that the simplicity of the operation interface voice package resources recommendation cost risk and the number of users have a significant impact on the continuous using intention of the navigation software among which the cost risk is a negative factor and the navigation positioning accuracy and privacy risk have no significant impact.

关 键 词：导航软件 持续使用意愿 技术接受模型 逐步回归分析 

分 类 号：TN96[电子电信—信号与信息处理]