移动服务用户采纳行为的整合模型——基于移动阅读的实证研究

A Synergistic Model of Mobile Service Users' Adoption——An Empirical Investigation of Mobile Reading Service

基于信息系统、行为科学和心理学理论,从一般技术因素、特定技术因素、消费者心理因素和社会影响因素四个方面构建了一个整合的移动服务用户采纳行为的结构方程模型。在我国移动服务背景下,以移动阅读为研究对象,运用SPSS 13.0和PLS结构方程分析软件验证模型和假设。研究发现:影响用户采纳基于工作环境下的传统信息技术和基于日常生活环境下的移动信息技术的关键因素存在显著差异。感知愉悦性、心流体验、感知易用性和感知移动性是影响用户采纳移动阅读的主要因素,而感知有用性、感知货币价值和社会影响对用户采纳移动阅读的影响不显著。

Drawing on extant literature on information system,behavioral science,and psychology,this paper develops a synergistic SEM of mobile service users＇ adoption from the perspective of general technology perceptions,specific technology perceptions,consumer psychographics,and social influence.By testing mobile reading service,the article verifies the model with SPSS 13.0 and PLS.The results indicate that the determinants of mobile technology adoption are different to the determinants of traditional technology adoption in workplaces.Perceived enjoyment,flow experience,perceived ease of use,and perceived mobility have significant influence on mobile reading adoption,while the effects of perceived usefulness,perceived monetary value,and social influence on mobile reading adoption are not significant.