基于TAM3的移动图书馆APP用户的信息采纳行为研究

Research on User Information Adoption Behavior to Mobile Library Apps Based TAM3

文章以技术接受整合模型TAM3为理论基础,结合国内外移动图书馆理论研究及实践现状,构建移动图书馆APP的用户采纳模型。以移动图书馆APP用户为实证对象,利用AMOS建立结构方程模型,对不同学科类别、学历层次用户进行多群组分析,确定模型整体的变量,包括行为意向、感知有用性、感知易用性、相关性、个体差异、感知愉悦性。实证分析发现,文科用户群偏好于从有用性角度考虑,理科用户群倾向于易用性APP服务;本科、研究生两个群组用户均更多从感知有用性角度考虑使用移动图书馆服务。与此同时,相对于理科生来说,感知愉悦性对文科用户的采纳意向效果更显著;而个体差异对理科用户的采纳意向更显著。但对于本科、研究生两组用户相关性、个体差异、感知愉悦性对行为意向的效果没有明显差异。

Taking the Technology Acceptance Model 3 as the theoretical basis, this paper builds the user adoption model of mobile library Apps combining theory research and practice situation of mobile library at home and abroad. The empirical object is the user of mobile library Apps. We build the structural equation model by AMOS, complete simultaneous analysis of several groups with different subjects and educational background, and deifne variables like behavior intention, perceived usefulness, perceived ease of use, relevance, individual differences, and perceived enjoyment as the variable of the whole model. By empirical analysis of users, we ifnd that the liberal arts users are main from the perspective of perceived usefulness and the science users tend to the perceived ease of use to the adoption of Apps. While the undergraduate and graduate users are main taking the perceived usefulness into consideration for the adoption of mobile library service. At the same time, the perceived enjoyment of liberal arts users has signiifcant effect on behavior intention and the individual differences of science users has strong effect on behavior intention. Moreover, for the undergraduate and graduate two groups＇ user, different external variables, like relevance, individual differences, and perceived enjoyment, have almost the same effect on behavior intention.