用户网络使用意愿的关键影响因素分析

Analysis of the Key Factors Affecting Users' Internet Usage Intention

【目的/意义】对影响用户使用互联网的意愿的关键因素进行分析,有利于对网络用户的网络使用行为及使用动机进行深入研究。【方法/过程】基于消费者行为理论模型,以网络用户作为研究对象,建立了用户接受互联网的关键影响因素研究模型。运用问卷调查法,通过SPSS17.0和AMOS软件对提出的假设进行验证。【结果/结论】研究表明,互联网功能、互联网的特点、休闲娱乐需求、使用态度、用户情感5个方面对用户使用意愿具有正向影响作用;查询信息需求、主观规范、对用户使用意愿具有负向作用。

[Purpose/significance]The analysis of the key factors that affect users'willingness to use the Internet will help to further study the behavior and motivation of Internet users.[Method/process]Based on the theory of consumer behavior, taking the network users ad research subjects the model of influencing factors of network user behavior is established.Using the questionnaire to survey,the hypothesis is validated by SPSS 17.0 and AMOS software.[Result/conclusion]The results show that the six aspects of Internet function,Internet characteristics,leisure and entertainment,using attitude and user emotion have positive influence on using intention effect.The communication needs,query information requirements, subjective norms needs have negative effect on using intention.