双边市场的用户信息技术接受问题研究

User acceptance of information technology base on the theory of two-sided markets

对具备双边市场特征的新经济部门的用户技术接受问题展开研究,将双边市场理论引入信息技术接受模型,按照双边市场中用户分为最终消费者和企业消费者的特点,分别以整合型信息接受模型(UTAUT)和任务技术匹配模型(TTF)为基础,并纳入体现双边市场交叉网络外部性特征的两类用户数量影响因素,构建双边市场的信息技术接受模型,即双边市场用户群体模型、基于TTF的企业用户的信息技术采纳模型、整合型技术接受模型的双边市场用户技术接受概念模型。

The study on User Acceptance of Information Technology（UAIT） in new economic sectors with two-sided markets should be in accordance with the classification of market.In this paper,the two-sided markets theory is introduced into the technological acceptance model and the technological acceptance model in the two-sided markets is explored.The technological acceptance model of the two-sided market is constructed according to the characteristics of the classification of ultimate consumers and business consumers in the two-sided markets.It is based on Acceptance and Use of Technology（UTAUT） model and Task-Technology Fit（TTF）model,and takes into consideration of factors such as the cross network externality features of the two types of consumers in the two-sided markets into consideration.