移动互联网环境下口碑传播对智能手机用户使用意愿的影响研究

Research on the Impact of Word-of-Mouth on Smart Phone Consumer's Intention under Mobile Internet Environment

移动互联网的时代,智能手机迅速普及,智能手机用户不断增多,智能手机厂商竞争异常激烈,所以如何甄别影响手机用户使用意愿的关键因素是一个十分有意义的课题。影响用户使用意愿的因素有很多,这其中口碑的作用十分关键,口碑影响着用户的使用意愿和企业的成功。以技术接受模型理论(TAM)为基础,选取感知易用性、感知有用性、感知娱乐性、主观规范和口碑构建智能手机用户使用意愿影响因素研究模型,通过实证调查,使用基于方差的偏最小二乘法分析数据。研究结果表明:口碑在感知易用性、感知有用性、感知娱乐性和用户的使用意愿间起着关键的中介作用。

In the Period of Mobile Internet, development of Smart phone is very rapid, competition is fierce. How to iden- tify the key factors which influence Smart phone Consumer＇ s intention has become a very realistic research topic. There are so many factors to influence Smart phone Consumer＇ s intention. The Word - of - Mouth is the important one. Word - of- Mouth affects both Consumer＇ s intention and business success, but few scholars have made a research on the specific role of the Word - of - Mouth.. In this paper, based on the theory of technology acceptance model （TAM） , the author se- lected perceived ease of use, Perceived usefulness, Perceived enjoyment, Subjective norms and Word - of - Mouth to con- struct behavioral intention research mode. This research based on the empiric analysis, use a variance - based partial least squares method. The results suggest that the Word - of - Mouth play a Mediating role between perceived ease of use, Per- ceived usefulness, Perceived enjoyment and Consumer＇ s intention.