故乡依附感对乡音导航使用意愿的影响研究

The Influence of Hometown Attachment Feeling on User's Adoption Intention of Dialect Navigation Apps

本文结合技术采纳、用户行为以及心理学等方面的文献,以高德地图方言语音导航为研究情景,基于技术接受模型(TAM)、Hong和Tam提出的研究框架,从感知易用性、感知愉悦性、个性化需求和社会影响几个方面入手,构建故乡依附感对乡音导航的使用意愿模型并加以实证检验,以期识别故乡依附感影响乡音导航意愿的关键路径。本文采用情景问卷调查法,对收集的数据进行结构方程分析,结果表明,故乡依附感显著影响用户对乡音导航的感知易用性、感知愉悦性、个性化需求和社会影响,且影响系数均较高。感知易用性、个性化需求和社会影响因素显著影响用户乡音导航使用意愿,尤其是个性化需求和社会影响,但是感知愉悦性的影响效果不显著。

Based on Technology Acceptance Model （TAM）, this paper study key factors and paths through which hometown attachment feeling affects user＇s adoption intention of dialect navigation apps. Drawing on the extant literature on technology adoption, user behavior, and psychology, Hong and Tam （2006） developed main constructs of the theoretical framework. According to features of Dialect Navigation Apps, constructed research model with perceived ease of use, perceived enjoyment, individual needs and social influence as intermediate variables. This paper designed a questionnaire survey and conducted structural equation modeling to test the model Research findings show that hometown attachment feeling has an influence on perceived ease of use, perceived enjoyment, individual needs and social influence of dialect navigation. The influence coefficient are high. Perceived ease of use, individual needs and social influence affects the behavioral intention of dialect navigation significantly. In particular, both individual needs and social influence are found to have a major effect. But the effect of perceived enjoyment is not significant.