结合TAM与Trust的移动内容服务采纳因素变化分析

The Evolution of Adoption Factors of Mobile Content Service:An Empirical Analysis integrated TAM and Trust

针对移动内容服务的特点,结合信任因素对TAM进行了扩展,提出了移动内容服务采纳因素变化的比较模型,并利用结构方程模型的方法,对影响用户采纳移动内容服务的因素进行实证研究。在验证假设模型的过程中,把样本区分为潜在消费者和忠实消费者,分别验证不同类型消费者对于理论模型的适应性,通过比较分析揭示采纳因素的变化趋势。研究发现,感知有用性是消费者采纳移动内容服务的必要而非充分条件,信任和信息质量因素起到了关键作用,潜在消费者向忠实消费者转化的过程中,个人信任倾向和企业声誉对消费者信任信念的作用在弱化。

According to the features of mobile content service,a comparative model integrated TAM with trust was constructed based on some relative theories.By means of Structural Equation Method, the comparative model was empirically tested through data from both po- tential consumers and faithful consumers. Through comparing the results of model validated from different sample data, we found that perceiving usefulness being necessary condition not sufficient condition affects the adoption of mobile content service. The model re- vealed that trust and the quality of mobile content play an important role in promoting the diffusion of mobile content service in the mar- ket.The results of research also indicated that the influences of individual trust propensity and enterprise＇s reputation become weak with potential consumers＇ turning into faithful consumers.