摘要
本文以邮政储蓄账户短信提醒服务为例,研究UTAUT模型在服务采纳领域的适用性。通过对邮储用户的430份问卷的结构方程模型分析发现:绩效期望、努力期望、社会影响都对行为意向产生正向影响,便利条件对行为意向没有显著影响,与模型一致。但在调节效应方面存在部分不一致,检验结果支持性别对社会影响的调节效应,但对绩效期望的调节效应恰好相反;支持年龄对绩效期望的调节效应,但对努力期望与社会影响的调节效应与假设相反;支持使用经验对社会影响的调节效应。
Taking SMS warning service of postal saving as an example,this paper studies the applicability of UTAUT model in the service adoption field. After analyzing structural equation model of 430 questionnaires on postal saving customers,this paper finds that: performance expectation,effort expectation and social influence have positive impacts on behavior intention,while facilities have no significant impacts on behavior intention,which is consistent with the model. But adjusting effect is partly different. The test results support the adjusting effect of gender on behavior intention,but the adjusting effect on performance expectation is just the opposite: which supports the adjusting effect of age on performance expectation but the adjusting effect on effort expectation and social influence is contrary to the assumption,which supports the adjusting effect of test on social influence.
出处
《当代经济科学》
CSSCI
北大核心
2015年第6期107-115,126,共9页
Modern Economic Science
