| 个人移动增值服务分类及用户采纳比较研究 |
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| 引用本文： | 刘玉青,张金隆.个人移动增值服务分类及用户采纳比较研究[J].图书情报工作,2010,54(24):132-136. |
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| 作者姓名： | 刘玉青 张金隆 |
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| 作者单位： | 华中科技大学管理学院 |
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| 基金项目： | 国家自然科学基金重点项目 |
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| 摘 要： | 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。
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| 关 键 词： | 移动商务 用户采纳 技术接受模型 |
| 收稿时间： | 2010-06-23 |
Comparison Study of the Classification and Adoption Factors of Personal Mobile Value-added Services |
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| Liu Yuqing,Zhang Jinlong.Comparison Study of the Classification and Adoption Factors of Personal Mobile Value-added Services[J].Library and Information Service,2010,54(24):132-136. |
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| Authors: | Liu Yuqing Zhang Jinlong |
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| Institution: | School of Management, Huazhong University of Science and Technology, |
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| Abstract: | Based on the classical and expansion forms of Davis’ TAM theory, as well as prior research on perceived enjoyment and perceived cost, this paper builds an adoption model of mobile value-added services in China, i.e. mobile real-time communication, mobile entertainment and mobile information services. According to the result of empirical analysis based on valid data of questionnaires, the factors influencing the acceptance of the four kind of personal services are found to be different with each other. The most important adoption factors are perceived cost, perceived usefulness, perceived enjoyment and perceived usefulness. |
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| Keywords: | mobile commerce user acceptance TAM |
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