基于TAM和网络外部性的移动服务使用行为研究被引量：67

Study of Individual Consumer Behaviors in SMS by Using TAM and Network Externality Theory

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摘要利用技术接受模型和网络外部性理论,以移动环境下消费者普遍使用的短信服务为研究对象,研究了移动环境下影响消费者移动服务使用行为的因素,提出了基于TAM和网络外部性的移动服务用户使用行为模型,利用统计软件SPSS对模型量表进行了信度效度分析,并采用结构方程模型的分析软件Lisrel对研究模型的假设进行了检验,最后对研究结果进行了讨论,并提出了对策建议。 Taking short message service （SMS） used widely by individual consumers under mobile environment as the object, the factors influencing the usage behaviors of consumers in SMS were studied by Technology accepted model （TAM） and network externality theory and the usage behavior model for individual users in SMS was built. The scaling of reliability and validity of the model was tested through SPSS 13.0 and the hypotheses of the structure equation model were verified by Lisrel 8. 7. On the basis of the research results, corresponding countermeasures are also proposed.

作者邓朝华鲁耀斌张金隆

机构地区华中科技大学管理学院

出处《管理学报》 2007年第2期216-221,共6页 Chinese Journal of Management

基金国家社会科学基金资助项目(06BJY101)

关键词移动商务短信服务技术接受模型网络外部性结构方程模型 mobile commerce short message service （SMS） technology accepted model（TAM） network externality structure equation model

分类号 C931 [经济管理—管理学]

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