基于UTAUT模型的消费者移动互联网业务使用意愿影响研究

Research on Factors Affecting Consumer's Mobile Internet Services Using Intention Based on Theory of UTAUT

移动互联网业务已成为企业与消费者深度沟通的重要渠道。为了探究影响消费者移动互联网业务使用意愿的因素,在整合型信息技术接受和使用模型的基础上添加了感知风险、感知成本、激励和感知娱乐四个因素,构建了影响消费者移动互联网业务使用意愿的概念模型,利用实证方法对模型进行了检验。研究结果显示,便利条件和使用意愿对移动互联网业务使用行为具有正向影响,期望效用、努力效用、社会影响和感知娱乐对使用意愿有积极影响,感知风险、感知成本对使用意愿有消极影响,激励对使用意愿的影响不明显。

The mobile internet services was an important communication platform between enterprises and consumers. In order to study the factors influencing consumer＇s mobile internet services using intention, based on UTAUT model, this paper developed a theoretical model of consumer＇s ac- ceptance and behavior to mobile internet services by adding perceived risk, perceived cost, stimuli as well as perceived entertainment those four fac- tors, and tested the model by empirical analysis. The results showed that conveniences and using intention were the key determinants of using behav- ior, expected utility, effort, social influence and perceived entertainment were main factors that influencing using intention, perceived risk and perceived cost had negative impact on using willingness, however, stimuli didn＇t have significant influence on using willingness.