O2O模式移动商务消费者采纳行为分析:两个理论模型的比较

The Analysis of Consumers' Adoption Behavior under O2O Mobile Commerce:Comparison for Two Theoretical Models

[目的/意义]随着移动设备的广泛应用,O2O模式电子商务的快速发展,将二者结合起来开展研究有利于推进O2O模式移动商务的应用,给群众日常生活带来便利。[方法/过程]首先对计划行为理论和技术接受模型进行理论分析,然后分别利用这两个模型构建O2O模式移动商务消费者采纳行为模型,提出研究假设并开展实证研究,最后根据数据分析的结果得出研究结论。[结果/结论]可以从两个角度分别利用计划行为理论和技术接受模型分析问题。针对O2O模式移动商务,对于采纳态度来说,计划行为理论是更好的解释模型,对于采纳意向来说,技术接受模型是更好的解释模型。

[ Purpose/significance] As the mobile devices are being widely used, the 020 e-commerce develops fast. Research on the combination of mobile devices and 020 e-commerce can promote the application of O20 mobile commerce and bring conven- ience to public daily life. [ Method/process ] Firstly, a theoretical analysis is carried out for Theory of Planned Behavior and Tech- nology Acceptance Model, and then the consumers＇ adoption behavior model under 020 mobile commerce is constructed with the above two models respectively. Afterwards, the research hypotheses are proposed, and the empirical research is carried out. Finally, research conclusions are drawn in accordance with the results of data analysis. [ Result/conclusion] Problems are an- alyzed from two perspectives separately with Theory of Planned Behavior and Technology Acceptance Model. Aiming at the 020 mo- bile commerce, Theory of Planned Behavior is a better interpretation model for the adoption attitude, while Technology Acceptance Model is better to explain the adoption intention.