基于自我效能的移动商务采纳意愿研究

Research on the Intention to Adopt Mobile Commerce from the Perspective of Self-efficacy

移动商务作为一种新的商业模式应用前景广阔,用户的参与是其快速发展的关键。采用有序多方法研究:首先基于个体移动商务自我效能视角,对技术采纳模型(TAM)进行拓展,将个人创新型、移动商务认知投入、移动商务焦虑感、相关群体作为自我效能的前因变量,构建了移动商务采纳意愿的理论模型,运用结构方程模型(SEM)进行验证;在此基础上,应用神经网络模型来检验移动商务自我效能的前因变量,进行个体移动商务自我效能值的预测。最后结合数据分析结果进行讨论并提出建议。

Mobile Commerce as a new business model has broad application prospect, and users＇ participation is critical to the rapid development of mobile commerce. This paper uses a sequential multi method research design. Firstly from the perspective of the individual mobile commerce sell efficacy, we construct the mobile commerce adoption intention model by taking personal innovative- ness, mobile commerce cognitive engagement, mobile commerce anxiety, referent group into con sideration, which is based on an expansion of Technology Acceptance Model（TAM） and test the theoretical model by structural equation method; On the basis of the analysis of structural equation model, we build the neural network model to examine the antecedents of mobile commerce self-effi- cacy and predict the mobile commerce self-efficacy. Finally, the results of data analysis are dis cussed and some suggestions are put forward.