基于TAM的移动内容服务采纳分析

An Empirical Analysis on the Adoption of Mobile Content Service Using TAM Theory

3G时代,提供能被消费者接受的移动内容服务是移动运营商和内容提供商实现利润的重要前提,其关键是明晰影响用户采纳移动内容服务的主要因素和影响途径。本文以技术接受模型为理论基础,在移动商务的环境下对其进行扩展,建立了整合用户创新性、外部影响和感知财务费用的移动内容服务采纳模型,并在此基础上提出了相应的假设,并通过结构方程模型的方法对假设模型进行了验证。实证研究发现,技术接受模型在移动商务环境下依然有效,而且用户自身的创新性、外部的影响和使用成本也影响消费者的采纳意图。

As profit margins gradually decline, and market competition becomes increasingly intensive, 3G telecom operators must provide various value-added mobile services, as well as traditional voice services, to attract new subscribers and retain old ones. Mobile content service has become a key value-added application. However, for many 3G mobile value-added services, whether ARPU （average revenue per user） can be effectively enhanced depends on consumer behavioral intentions. Therefore, this study uses the Technology Acceptance Model （TAM） as a foundation and incorporates personal innovativeness and perceived cost to further understand consumers＇ behavioral intention to use mobile content services. Mobile network operators and content providers must provide mobile content services that are accepted by consumers if they want to make money. Because user acceptance is one of the important fundamentals for the development and success of mobile content services, investigation of the antecedents for adoption of mobile content service and the relations between them is crucial for improving profitability. In this paper, we develop a theoretical model based on the Technology Acceptance Model （TAM） with some added constructs such as innovation by the consumer, external influences and perceived finan- cial cost. We design a questionnaire and use it to survey a randomly selected sample of customers from Beijing and Dalian, obtaining 159 usable responses. The research uses a quantitative approach to survey Chinese students, examining their decision-making process when adopting mobile content services. We analyzed the data using Structured Equation Modeling （SEM） to evaluate the strength of the hypothesized relationships. Empirical data from regression analyses indicates TAM is applicable in the situation of mobile content service. It also found that consumer innovativeness, external influences and perceived financial cost affects adoption behavior. The results provide support for the extended TAM model and confirm its robustness in predicting customers＇ intention to adopt mobile content service. The findings also provide useful information for the management of telecom operators in formulating marketing strategies for mobile content service.