本文選題：移動OO商務(wù) + 消費(fèi)者采納　； 參考：《管理工程學(xué)報》2016年04期

【摘要】：為揭示影響消費(fèi)者對生活服務(wù)類移動O2O商務(wù)采納的關(guān)鍵因素及其相互關(guān)系,基于分解的計劃行為理論(DTPB),從信任、情景感知及感知價值視角,對移動O2O商務(wù)消費(fèi)者采納行為進(jìn)行實(shí)證研究。通過問卷調(diào)查,收集283份有效問卷,采用SPSS和Smart PLS軟件進(jìn)行統(tǒng)計分析。研究結(jié)果表明,已有的移動商務(wù)消費(fèi)者采納行為研究的部分結(jié)論在移動O2O場合同樣成立,但在移動O2O商務(wù)環(huán)境下,(1)消費(fèi)者的行為態(tài)度對行為意向的影響遠(yuǎn)大于感知行為控制及主觀規(guī)范對行為意向的影響;(2)感知價值對消費(fèi)者使用態(tài)度的影響遠(yuǎn)大于服務(wù)提供商信任和情景感知,而情感與社會價值對用戶總體感知價值的影響超過便利性價值和經(jīng)濟(jì)價值;(3)技術(shù)信任對使用態(tài)度沒有直接影響,但會通過影響服務(wù)提供商信任間接影響用戶的使用態(tài)度和使用意向。因此,移動O2O服務(wù)提供商應(yīng)采取有效措施來提升用戶的感知價值,引導(dǎo)消費(fèi)者行為態(tài)度,而不能僅強(qiáng)調(diào)技術(shù)先進(jìn)。
[Abstract]:In order to reveal the key factors that affect consumers' adoption of mobile O2O business in the life service category and their interrelationships, a decomposition based planning behavior theory is proposed, from the perspective of trust, situational perception and perceived value.This paper makes an empirical study on the adoption behavior of mobile O 2 O 2 O business consumers.A total of 283 valid questionnaires were collected and analyzed by SPSS and Smart PLS software.The results show that some of the conclusions of the existing research on consumer adoption behavior in mobile commerce also hold true in mobile O2O situations.However, in the mobile O2O business environment, the influence of consumer behavior attitude on behavior intention is much greater than that of perceived behavior control and subjective norms on behavior intention. 2) perceived value has much greater impact on consumer use attitude than service.Provider trust and situational awareness,The impact of emotion and social value on the overall perceived value of users is greater than that of convenience value and economic value.However, it can influence the user's attitude and intention indirectly by influencing the service provider's trust.Therefore, mobile O2O service providers should take effective measures to enhance the perceived value of users, guide consumer behavior attitude, and not only emphasize the advanced technology.
【作者單位】： 江西財經(jīng)大學(xué)軟件與通信工程學(xué)院;
【基金】：國家自然科學(xué)基金資助項(xiàng)目(71361012) 江西省自然科學(xué)基金資助項(xiàng)目(20132BAB201050) 江西省科技廳工業(yè)支撐計劃資助項(xiàng)目(20123BBE50091)
【分類號】：F713.55;F724.6
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本文編號：1736142