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基于Davis经典TAM理论及其扩展,并结合前人对感知娱乐性和感知成本的研究,提出个人移动服务用户采纳模型。将中国三大电信运营商提供的各种各样的增值业务归纳为四类,即交易类、即时通信类、娱乐类和信息类。通过问卷回收的有效数据,对个人移动服务采纳模型进行实证分析,结果发现对于不同类型的服务,其用户采纳的影响因素及影响程度各有特点。其中对这四类业务用户采纳影响最大的因素分别是感知代价、感知有用性、感知娱乐性和感知有用性。
Based on the Davis classic TAM theory and its extensions, combined with the previous studies of perceptual entertainment and perceived costs, this paper proposes a personal mobile service user adoption model. The various value-added services provided by the three major telecom operators in China are grouped into four categories: transactional category, instant messaging category, entertainment category and information category. Through the valid data collected from the questionnaire, the empirical analysis of individual mobile service adoption model shows that for different types of services, the influencing factors and degree of influence adopted by users are different. Among them, the most influential factors for the adoption of these four types of business users are perceived cost, perceived usefulness, perceived entertainment and perceived usefulness.