移动即时通讯服务持续使用意向影响因素研究

Critical Factors of Post Adoption Intention of Mobile Instant Messaging Service

以TPB理论和消费者的3种角色视角为基础,对正在使用移动即时通讯服务的消费者进行调查,运用问卷调查法收集401份问卷数据,对数据进行分析。研究结果表明,态度和感知行为控制均显著正向影响持续使用意向,感知有用性、技术复杂度、网络外部性显著正向影响态度。主观规范对持续使用意向影响不显著,互惠对感知行为控制影响显著,这表明消费者对移动即时通讯服务的持续使用意向不仅受技术方面因素的影响,还受消费者之间人际关系因素的影响。

With the rapid development trend of the mobile instant messaging service,service providers are facing the consumers′ retention problem.It′s more important to understand the determinants of consumers′ continuance usage.In this paper,we developed a consumers′ post adoption model based on TPB theory and made the contribution on the antecedents of the research model.We argued that consumers should be seen as the trinity of technique user,service consumer and network member in mobile service context.Then we collected 401 subjects′ data from a survey and used the SEM method to test the hypotheses.The research findings supported most parts of our hypotheses.Some suggestions for subsequent researchers and practitioners seeking to understand mobile instant messaging services post adoption behavior are also provided.