毕业论文(设计)-《甘肃移动电子商务消费者采纳行为研究》.docVIP

PAGE LIV l l 题目： 甘肃移动电子商务消费者采纳行为研究 姓名/学号 专业班级 信息管理与信息系统 指导教师 完成日期 年6月4日 经济管理学院 2012年6月 兰州 甘肃移动电子商务消费者采纳行为研究 摘 要 移动电子商务由于具有传统电子商务没有的移动性、随时性、方便性,迅速得到推广，它的作用也越来越重要。本研究立足于甘肃省内现状采取理论和实践研究相结合的方法，首先通过对移动电子商务的理论研究确定甘肃省内发展和扩大移动电子上网的可行性和可信性，再次在技术接受模型的基础上，通过理论分析，结合国内外学者的己有研究成果和甘肃省消费者的特点，添加感知有用性,感知易用性，感知风险、感知创新、感知成本以及主观规范六个变量来构建甘肃省移动商务采纳意向的影响因素综合研究模型，然后选择测量指标设计本研究的问卷，进行问卷发放与调查。再通过SPSS对问卷进行信度分析和效度分析，通过相关性分析和回归分析得出影响甘肃消费者移动电子商务采纳行为的因素并得出最终结论。 关键词 移动电子商务 消费者 采纳行为 影响因素 The Gansu mobile e-commerce consumer adoption behavior research papers ABSTRACT Mobile e-commerce with traditional e-commerce does not have mobility, at any time, convenience, rapid promotion, its role has become increasingly important.In this study, based in Gansu province status quo to take the method of combining theory and practice,First theoretical study of mobile e-commerce to determine the feasibility and credibility of the Gansu province to develop and expand the mobile electronics online,Again in the technology acceptance model based on the theoretical analysis,The combination of domestic and foreign scholars have been research results and the characteristics of Gansu Province consumers add perceived usefulness, perceived ease of use, perceived risk, perceived innovation, perceived cost and subjective norm, six variables to build mobile commerce adoption intention of Gansu Provinceintegrated research model of the influencing factors,And then select the measure of the questionnaire of this study, use questionnaires and survey.Questionnaire with SPSS reliability analysis and validity analysis, correlation and regression analysis to draw the factors that influence the Gansu consumer mobile e-commerce adoption behavior and arrive at a final conclusion. KEYWORDS Mobile e-commerce ,Consumer ,Adoption of behavior ,Influencing factors 目 录 TOC \o 1-3 \u 1 绪论 PAGEREF _Toc31719 1 1.1 研究背景 PAGEREF _Toc5306 1 1.2 国内外研究现状及分析 PAGEREF _Toc1820 2 1.2.1 国外研究现状及分析 PAGEREF _To