基于UTAUT的百度产品用户使用行为影响因素研究

Study on Impacting Factors of Baidu Products Usage Based on UTAUT

百度依托其搜索引擎推出了各类社会服务类产品,如百度知道、百度贴吧等,使得百度在用户眼里不再是一个单一的搜索引擎,而是能够提供各类信息和知识服务的门户社区。本文以技术接受和使用统一理论(UTAUT)为背景构建百度产品使用的影响因素模型,通过问卷调查搜集数据,并利用结构化方程建模(SEM)方法对298个百度产品用户的数据进行分析,发现努力期望是影响百度产品使用意愿的关键因子。百度产品使用意愿又进一步是百度产品使用行为的关键因子,最后结合百度环境提出了针对性的对策和建议。

Relying on its search engine,Baidu has launched a range of social services products,such as Baidu Know,Baidu Post Bar,etc.In users＇ eyes,Baidu is no longer a single search engine,but a portal community which can provide all kinds of information and knowledge services.This study developped a research model so as to explore impacting factors of Baidu products usage basing on the theory of UTAUT.Empirical data were collected through survey and Structural Equation Modeling（SEM）was used to analyse the 298 valid data coming from the users of Baidu products.The results indicated that effort expectancy was the key determinant of impacting the usage intention of Baidu products and usage intention was further the key determinant of impacting the usage behavior of Baidu products.Finally,this paper put forward relative countermeasures and suggestions with the consideration of Baidu context.