【摘要】：移動(dòng)智能終端是指具備開放的操作系統(tǒng)平臺、PC級的處理能力、高速接入能力和豐富的人機(jī)交互界面的移動(dòng)智能終端,通常包括智能手機(jī)和平板電腦。目前,全球移動(dòng)智能終端市場正迅速膨脹,我國移動(dòng)智能終端市場的需求已被全面啟動(dòng),進(jìn)入移動(dòng)智能終端的大規(guī)模普及階段。移動(dòng)智能終端產(chǎn)業(yè)的快速崛起,使得互聯(lián)網(wǎng)企業(yè)、終端制造商、電信運(yùn)營商等在移動(dòng)產(chǎn)業(yè)中的競爭已經(jīng)逐漸演化為各自所在的生態(tài)系統(tǒng)之間的競爭。 本文立足于移動(dòng)智能終端產(chǎn)業(yè),以Venkatesh等學(xué)者建立的技術(shù)接受與利用綜合模型(UTAUT)作為基礎(chǔ)框架,結(jié)合消費(fèi)者體驗(yàn)、注意力經(jīng)濟(jì)理論,通過理論研究與文獻(xiàn)綜述,以及小范圍的預(yù)調(diào)研,最終甄選績效期望、努力期望、社會(huì)影響、促成因素、用戶體驗(yàn)、感知成本、性格特征和采納意愿作為影響采納行為的關(guān)鍵因素,構(gòu)建了移動(dòng)智能終端采納行為影響因素模型,提出假設(shè)命題。在問卷收集資料的統(tǒng)計(jì)分析上,本研究主要選用結(jié)構(gòu)方程模型(Structural Equation Modeling, SEM)方法對變量設(shè)計(jì)和研究假設(shè)進(jìn)行驗(yàn)證,此外還綜合利用了描述性統(tǒng)計(jì)、信度與效度分析方法,利用Excel、SPSS16.0和AMOS17.0三種統(tǒng)計(jì)軟件,根據(jù)研究設(shè)計(jì)的調(diào)查問卷收集到的數(shù)據(jù)和首次分析的結(jié)果,對理論模型進(jìn)行了修正,由于用戶體驗(yàn)對于采納意愿和采納行為直接影響不顯著,但其可能通過對努力期望和績效期望間接影響采納意愿,進(jìn)而影響采納行為。因此,在模型修正過程中,我們將用戶體驗(yàn)的直接影響路徑修正為間接影響路徑,并將社會(huì)影響對采納意愿有正向影響的假設(shè)修改為負(fù)向影響,經(jīng)過再次驗(yàn)證,本研究的理論模型的主要和關(guān)鍵假設(shè)部分獲得了實(shí)證的支持,確定了本研究最終的理論模型架構(gòu),同時(shí),得出了一些重要結(jié)論：采納意愿的直接影響因素為績效期望、努力期望、社會(huì)影響以,間接影響作用為用戶體驗(yàn)；采納行為的直接影響因素為社會(huì)影響、促成因素、采納意愿、感知成本、性格特征和努力期望,間接影響因素為采納意愿的直接與間接影響因素。領(lǐng)域應(yīng)用、模型升級以及注意力探索性量化是本文的最大創(chuàng)新點(diǎn)。
[Abstract]:Mobile intelligent terminal is a mobile intelligent terminal with open operating system platform, PC level processing capability, high speed access capability and rich man-machine interface. It usually includes smart phone and tablet computer. At present, the global mobile intelligent terminal market is expanding rapidly. The demand of mobile intelligent terminal market in China has been fully started, entering the stage of large-scale popularization of mobile intelligent terminal. With the rapid rise of mobile intelligent terminal industry, the competition among Internet enterprises, terminal manufacturers and telecom operators has gradually evolved into the competition among their respective ecosystems. This paper is based on the mobile intelligent terminal industry, taking the technology acceptance and utilization model (UTAUT) established by Venkatesh and other scholars as the basic framework, combining with the consumer experience and the attention economy theory, through theoretical research and literature review. As well as a small range of pre-survey, final selection performance expectations, effort expectations, social impact, enabling factors, user experience, perceived costs, personality characteristics and willingness to adopt as key factors affecting adoption behavior, A model of influencing factors of mobile intelligent terminal adoption behavior is constructed, and a hypothetical proposition is proposed. In the statistical analysis of the data collected from the questionnaire, the structural equation model (Structural Equation Modeling, SEM) method is mainly used to verify the variable design and research hypothesis. In addition, descriptive statistics, reliability and validity analysis methods are used comprehensively. Based on the data collected from the questionnaire and the results of the first analysis, the theoretical model is modified by using three kinds of statistical software, Excel,SPSS16.0 and AMOS17.0. Due to the fact that the user experience has no direct influence on the willingness to adopt and the behavior of adoption, it may indirectly affect the willingness to adopt through the expectation of effort and the expectation of performance, and then affect the behavior of adoption. Therefore, in the process of model revision, we modify the direct impact path of user experience into indirect influence path, and modify the assumption that social impact has positive effect on adoption intention to negative effect. The main and key hypotheses of the theoretical model of this study are supported by empirical evidence, and the final theoretical model structure of this study is determined. At the same time, some important conclusions are drawn: the direct influence factor of the willingness to adopt is performance expectation. Strive to expect, social impact, indirect impact for the user experience; The direct influence factors of adoption behavior are social influence, promotion factor, adoption willingness, perceived cost, personality characteristic and effort expectation, and indirect influence factors are the direct and indirect factors of adoption intention. Domain applications, model upgrades and exploratory quantification of attention are the greatest innovations of this paper.
【學(xué)位授予單位】：西安郵電大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F426.63;F713.55

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