创新扩散理论下的移动菜谱类应用影响因素分析——以“下厨房”app为例-analysis on influencing factors of mobile menu application based on innovation diffusion theory - taking.docxVIP

II PAGE PAGE IV摘 要根据速途研究院、易观国际、AppAnnie 等几大网络数据平台分析，近些年 美食菜谱类 APP 受关注度提升。美食菜谱 APP 这个领域，基本形成“豆果美食”、 “下厨房”、“好豆菜谱”三英争霸的局面，用户量大约在 6000 万左右，可以想 象如果 6000 万的用户背后是 6000 万个家庭，那么菜谱类 APP 的发展潜力或商 机不容小觑。美食菜谱类 APP 为用户提供海量的，图文并茂的菜谱信息，给热 爱生活热爱下厨的人提供了一个互动交流的平台。我们不禁要考虑，美食菜谱 类 APP 近些年关注度为何提升？用户基于什么原因使用这些 APP？本文选取用户活跃度较高，市场口碑较好的美食菜谱类 APP“下厨房”，以 罗杰斯的创新扩散理论为基础，结合现有的研究理论，通过对创新扩散理论的 文献整理，从创新本身、传播渠道、扩散时间、社会系统 4 大方面制定自变量。 采用定量研究方法，结合问卷调查，分析用户使用美食菜谱类 APP 的影响因子。首先，分析其创新扩散的基本概况。其次在考量下厨房 APP 的扩散情况后， 分析其影响因子，初步构建理论模型，并提出研究假设。再次通过数据分析得 出，自变量中信息获取优越性、接触名人优越性、可观察性、易用性对下厨房 APP 用户的采用行为有显著正向预测。并发现人口学变量中的性别、收入对用 户使用行为有正向显著预测，已婚、受教育程度越高与用户使用行为呈负向显 著预测。最后对移动菜谱 APP 的未来发展模式提出“打造优势、互动、创新平 台”的意见建议。关键词：移动菜谱；下厨房 APP；创新扩散AbstractAccording to Sootoo, Analysys International, AppAnnie and other large Internet data analysis platforms, the publicity of Fine Food Menu APP has been enhanced in recent years. In the field of Fine Food Menu APP, the situation of striving for hegemony among Douguo, Xiachufang and Haodou has taken shape; The quantity of users is about 60 million, assume that if 60 million families are behind 60 million users, then the development potential and business opportunities of Menu APP cant be ignored. Fine Food Menus provide users with massive, illustrated information of dishes, and offer an interactive communication platform to people who love life and cooking. We have to ponder why the publicity of Fine Food Menu APP has been enhanced in recent years? and why the users use those APP?Xiachufang of the Fine Food Menu APP, high degree of activity in users and better market publicity, is selected in this paper, based on the theory of Diffusion of Innovations by Rogers, as well as the existing theories, through collecting the literature of the diffusion of innovation to work out the independent variables from innovation, transmitting channel, diffusion time and social system. Analyze the influence factors driving the users to use the Fine Food Menu APP by the means of the quantitative research and q