影响使用者对即时通讯软件使用意愿之实证研究

An empirical study on the use intentions of IM software

随着网络科技的不断发展,移动即时通讯软件作为一个迅速增长的潜力产品,却很少有学者从使用者的角度去进行研究。以创新扩散理论和社会认同理论为理论基础,结合微信在中国市场创新使用问题,构建了消费者创新感知特性对创新使用意图的影响模型,并在模型中引入了社会认同感理论。通过问卷调查,并以SPSS统计分析软件分析影响使用意愿的因素。研究结果表明,促使人们使用手机通信软件的因素包括创新特性中的相对优势和相容性,消费者特性中的自我效能和创新性以及社会认同感,这对于即时通讯软件产品的推广和营销实践具有一定的借鉴参考意义。

With the constant development of network technology, IM software has become a rapidly increasing potential product, which, however, was rarely studied by scholars from the perspective of users. Based on the innovation diffusion theory and social identity theory and combined with the innovative use of Wechat in the Chi- nese market, this study constructs a model of the adoption intention of new products and integrates into it the the- ory of social identity, and via questionnaires, analyzes the factors influencing the use intentions with the use of SPSS. The result suggests that the conducive factors to people＇ s use of IM software include relative advantages, compatibility, self - efficacy, innovation and social identity of consumers＇ features.