基于改进技术采纳模型移动商务采纳研究.pdfVIP

基于改进技术采纳模型的移动商务采纳研究 1 1 2 尤春智 李燕芳 吴金南 （1 安徽工业大学管理学院、安徽 马鞍山 243032 ） （2 复旦大学管理学院、上海 200433 ） 摘要：为了更好地揭示移动商务采纳的影响因素及作用机理，本文将感知娱乐、感知风险整合到传统 的技术采纳模型中，考察感知娱乐、感知风险、感知易用性及感知有用性对移动商务采纳意图的作用机理。 使用结构方程建模的方法对 187 份来自高校大学生移动商务用户的实证研究发现，感知有用性和感知娱乐 对采纳意图产生显著的正向影响，感知风险对采纳意图有显著的负向影响，而且感知易用性对采纳意图没 有显著的直接影响，而是通过感知有用性和感知娱乐对移动商务采纳意图产生间接影响。 关键词：技术采纳模型；移动商务；感知风险；感知娱乐 Mobile commerce adoption based on an improved technology adoption model 1 1 2 You Chunzhi Shang Huijuan Wu Jinnan (1. School of management, Anhui University of Technology, Ma’anshan 243032 2. School of management, Fudan University, shanghai 200433) Abstract ：In order to reveal the influencing factors and mechanism of action of mobile commerce adoption, this paper will integrate perceived playfulness and perceived risk into traditional technology adoption model and investigate perceived playfulness, perceived risk, and perceived ease of use and perceived usefulness of mobile commerce adoption intention mechanism. Using the method of structural equation modeling to empirical study 187 college students from the empirical study of mobile business users, you can find that perceived usefulness and perceived playfulness has significantly positive impact on adoption intention whereas perceived risk has significantly negative impact, further more, perceived ease of use has no clear direct impact, but imposing indirect impact on adopting intentions in mobile commerce through perceived usefulness and perceived playfulness. Key words: technology adoption model;