基于tam模型的江苏省大学生手机报使用行为分析-analysis of using behavior of mobile phone newspaper for college students in jiangsu province based on tam model.docxVIP

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基于tam模型的江苏省大学生手机报使用行为分析-analysis of using behavior of mobile phone newspaper for college students in jiangsu province based on tam model.docx

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基于tam模型的江苏省大学生手机报使用行为分析-analysis of using behavior of mobile phone newspaper for college students in jiangsu province based on tam model

AbstractWithwideuseofcellphonesandrapiddevelopmentofmobileInternet,mobileinformation technologycontinuestoenrichthehumanworkingenvironmentandlifestyle.Mobilenewspaper serviceisanemergingmobileIT,whichfreescellphoneusersfromthetraditionalwayofreading. Theyareabletomakefulluseofthefragmentedtimeindailylifeandwork,getaccesstothelatest newsandinformationatanytimeandanywhere.Thisstudydesignsaconceptualmodel,basedonTAM（TechnologyAcceptanceModel）,topredictuniversitystudents’usagebehaviorrelatedtomobilenewspaper.InordertomaketheTAMmodelmoreperfect,sixvariablesofimpactfactors areintegrated into themodel.Inthispaper, theauthorusesaspecificmethodwhichcombinestheoreticalanalysiswith empiricalresearch.Theresearchobjectofthispaperisthemobilenewspaperconsumersandpotentialcustomersatuniversity.Firstly，thispaperestablishesatheoreticalconceptualmodel.Throughtheissuanceofquestionnaires,theauthorgeneralizesandanalyzessurveydata.According tothevalidityoftheassumptionsmadeindatamodelfinally,themainconclusionsaredrawnas follows:Firstofall,TAM(TechnologyAcceptanceModel)isvery effectiveinexplainingtheacceptance behaviorrelatedtomobilenewspaperisveryeffective.PerceivedUsefulness,PerceivedEaseof UseandPerceivedinnovationattributesaretheimportantdirectfactorsthataffectmobile newspaper users’behavior;Secondly,Therearesixvariablesaffectingthebehavioroftheuseofmobilenewspaperinthis model.Exceptforthe threeintermediatevariablesofPerceivedUsefulness,PerceivedEaseofUse andPerceivedInnovation,MobileNewspaperDesign,SubjectiveNormsandtheusers’will influencetheusers’behavioraswell.ThestudyusesIBMSPSSandAMOSstatiasicalsoftware. Amongthesefactors,PerceivedInnovationisthemostsignificantfactortoconsumers’ willingness.Finally,throughthecombinationofqualitativeandquantitativeresearch,theauthorproposes the futuredevelopment of mobilenewspaper: innovation and independence.Keywords:Cellphone,MobileNewspaper,TAM(Technologyacceptancemodel),Universitystudents, Acceptance behavior目录第一章绪论.............................