基于社会认知理论的消费者采用模型与实证研究

Consumer Adoption Model and Empirical Research Based on Social Cognitive Theory

根据Bandura的社会认知论,消费者、新技术和采用三者之间是一个辩证的三方互惠决定体系。通过对几种基本的用户接受度模型(TAM、TPB、VAM)进行综述和分析,本文采用三方互惠决定论的理论框架,结合价值理论和自我效能感的概念提出一个新的用户接受度模型——基于自我效能感的价值接受度模型(SVAM)。针对新兴的移动互联网业务,本文采用结构方程模型(SEM)对移动拍卖的用户接受进行了实证研究。结果表明,基于自我效能感的价值接受度模型SVAM可以更好地解释用户的采用意图。在自愿购买的消费市场中,用户的自我效能感影响了用户对产品或服务的感知价值,并直接影响消费者的态度和采用意图。尤其当消费者缺乏基本的使用经验时,自我效能感将具有更显著的影响作用。

With the rapid development of Information and Communication Technology（ICT）,more new Mobile Internet services are being proposed.From E-commerce to Mobile-commerce even to future ubiquitous network society,how consumer makes decision to adopt a new application is an important and significant research topic.According to Bandura’s social cognitive theory,there is a triadic and reciprocal causation among consumer,new technology and adoption.The purpose of this paper is to explore the determinant factors for the future adoption of an innovation service like M-auction.In a voluntary consumer marketing,the process of decision-making of consumer is still a magnetic topic although a large number of related studies have conducted. In order to better answer this question,the paper proposes a new theoretical framework based on social cognitive theory to study user acceptance and adoption.Summarized with the previous acceptance models such as TAM,TPB,and VAM and so on,a self-efficacy-based value adoption model（SVAM）is proposed in terms of perceived value theory and perceived self-efficacy conception.An empirical study on acceptance and adoption of mobile auction（one of M-Internet applications）is carried through to test the present model by structure equation model（SEM）.The analysis of measurement and structural model are conducted via LISREL 8.80.Results indicate that the instruments are reliable and valid and model is well accepted.Perceived functional, social and emotional value are tested to have a significant influence on perceived value.Perceived cost is negatively related to perceived value and positively to attitude.M-auction self-efficacy comes from subjec- tive and objective general self-efficacy,which not only directly impacts attitude but also strongly influences perception of all of antecedents of perceived value.Compared with previous research on innovation adoption,results show that the model is more effective in explaining the adoption intention（R2=0.72）.Especially when consumer has no or little experience before,self-efficacy of special task plays a more important role in user adoption study.