摘要
3G产业发展最终能否成功的一个关键因素是终端用户接受并使用其服务的情况。目前中国用户对3G移动服务较低的采纳率已经在一定程度上阻碍了3G产业的发展。本文在TAM模型的基础上,从环境因素、技术因素、任务因素、个体因素四个方面构建了3G移动服务采纳模型并加以实证检验。在此基础上,本文将经验分为直接经验和间接经验两个维度,并分别检验了两种不同经验的调节作用。研究结果显示,两种经验的调节作用并不一致。直接经验的调节作用体现在感知易用和主观规范对感知有用的影响路径上,而间接经验的调节作用体现在主观规范对行为意愿的影响路径上。
One of key determinants of 3G industry ＇ s success is that 3G mobile service should bd accepted and used by mobile users. Although the whole industry has expressed great expectation in 3G development, the terminal customers in the industrial chain haven＇ t show much interest. According to the Ministry of Industry and Information industry , by 2010, 3G users in China is 47.05 million, accounting for 5.4% of all mobile users, far behind the international average level（ 16% ）. In China, user＇s low adoption of 3G mobile service has hampered the develop- ment of 3G industry. What are the key factors that affect the users＇ adoption behavior？ What services should mo- bile carriers provide for different user groups？ The main objective of this paper is to find theoretical and empirical evidences for above issue to be solved urgently.
出处
《经济管理》
CSSCI
北大核心
2012年第4期172-181,共10页
Business and Management Journal ( BMJ )
基金
国家社会科学基金项目"中国居民消费行为特征
成因及影响因素实证分析"(10BJY018)
