| 移动打车软件用户使用意愿影响因素研究 |
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| 引用本文： | 孟健,刘阳.移动打车软件用户使用意愿影响因素研究[J].现代情报,2016,36(2):25-31. |
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| 作者姓名： | 孟健 刘阳 |
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| 作者单位： | 武汉大学信息管理学院, 湖北武汉 430072 |
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| 摘 要： | 移动互联网的快速发展促使各种创新移动应用的不断涌现,移动打车软件的出现在一定程度上缓解了乘客"打车难"与出租车"空载率高"这一矛盾,为乘客和出租车司机双方提供便利。因此,以使用移动打车软件的乘客为研究对象,在UTAUT模型和初始信任理论的基础上,依据打车软件的自身特点加入感知趣味性、感知风险、感知价格水平等因素,构建理论模型,分析影响用户初始使用意愿的关键因素。通过问卷调查,利用SPSS和AMOS软件进行数据分析,根据分析结果为移动打车软件运营商提供相应的管理和营销建议。
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| 关 键 词： | 打车软件 初始使用意愿 UTAUT模型 初始信任理论 感知风险 |
Influence Factors of Users' Intention for Using Mobile Taxi Booking Software |
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| Authors: | Meng Jian Liu Yang |
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| Institution: | School of Information Management, Wuhan University, Wuhan 430072, China |
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| Abstract: | The rapid development of mobile Internet has prompted various innovative mobile applications,while the emergence of mobile taxi booking software,to a certain extent,provides much more benefits to passengers and taxi drivers.This paper aimed to investigate the influence factors of users' initial usage intention of using mobile taxi booking software.Based on the UTAUT model and the initial trust theory,a theoretical model is built and improved by adding factors such as perceived playfulness,perceived risk and perceived price level according to the characteristics of taxi booking software.Then this paper carried out the questionnaire survey to collect sample data,and analyzed the data by using SPSS and AMOS software.Finally,according to the analysis results,the paper provided corresponding management and marketing advice for taxi booking software' operators. |
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| Keywords: | taxi booking software initial usage intention UTAUT model initial trust theory perceived risk |
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