感知有用与易用对用户移动视觉搜索行为意向的影响分析

Impact of Perceived Usefulness and Ease of Use on User Mobile Visual Search Behavior Intention

[目的/意义]从用户视角研究感知有用与易用性对用户移动视觉搜索行为意向的影响,对于理解用户移动视觉搜索行为、改善与扩展MVS的应用与搜索服务具有积极的指导意义。[方法/过程]基于技术接受模型和移动搜索行为意向影响的相关研究,构建了感知有用性与感知易用性对移动视觉搜索的影响的研究模型,并开展结构方程模型对研究假设进行验证和分析。[结果/结论]结果表明,感知有用性与感知易用性对三种移动视觉搜索应用方式的行为意向均有正向影响作用;同时,两者的影响作用受到用户自身特征、搜索期望以及系统特征等方面的多重作用,且对两者起作用的前因变量不尽相同。

[Purpose/significance]This paper researches the influence of perceived usefulness and perceived ease of use on user’s mobile visual search behavior intention from the perspective of users. The research conclusion can guide understanding user’s mobile visual search behavior, improving and expanding the application and search service of MVS.[Method/process]This study refers to the technology acceptance model and research on the behavioral intentions of mobile search, and constructs a research model on the impact of perceived usefulness and perceived ease of use on mobile visual search, and use the structural equation model to verification research hypothesis.[Result/conclusion]The results show that, perceived usefulness and perceived ease of use have a positive effect on the behavioral intention of three mobile visual search applications. Meanwhile, the influence is affected by the user’s own characteristics,search expectation and system characteristics, and the antecedent variable that work on them are different.