新生代农民工信息渠道使用意愿的影响因素研究

Research on Factors Affecting Information Channel Using Intention of New Generation Migrant Workers

针对新生代农民工信息获取能力较差、信息渠道狭窄单一的特点,基于技术接受模型(TAM),从人际、组织、传统媒体、新媒体四种信息渠道入手,利用结构方程模型验证了感知易用、感知有用、使用态度、外部变量等因素在新生代农民工信息渠道使用意愿中的作用。研究表明:信息渠道使用是一个系统、复杂的过程,影响使用意愿的诸因素中,感知易用是最基础因素,感知有用是最重要因素,使用态度是最直接因素,学历、工作稳定性、外出方式等外部变量也一定程度上影响信息渠道使用意愿。

Basing the research on technology acceptance model（TAM）,considering the weak information acquisi-tion and mono-channels of information on the part of new generation migrant workers and starting from the mostimportant information channels of interpersonal,organizational,traditional media and new media,an empiricalstudy concerning the using intention of new generation migrant workers for information channel was conducted.Then effects of the factors on the information channel using intention of the new generation migrant workers weretested,which included perceived ease of use,perceived usefulness,using attitude and other external variables. Theresults showed that information channel using is a systemic and complex process,basically influenced by per-ceived ease of use,mainly influenced by perceived usefulness,and directly influenced by using attitude. Educa-tion level,job stability and migrating style and others are also influencing factors affecting their intention to cer-tain extent.