本文選題：移動商務(wù) + UTAUT��； 參考：《燕山大學(xué)》2014年碩士論文

【摘要】：隨著移動互聯(lián)網(wǎng)的迅速發(fā)展，對移動商務(wù)消費者的購買行為影響因素的研究顯得尤為重要。本文基于技術(shù)采納與利用整合理論(UTAUT)，結(jié)合移動互聯(lián)網(wǎng)的特性構(gòu)建研究模型，通過問卷調(diào)查法收集所需數(shù)據(jù)，然后利用結(jié)構(gòu)方程檢驗研究模型的假設(shè)，結(jié)合研究結(jié)果對移動運營商、在線商家及消費者提出了針對移動商務(wù)消費者的運營建議。 首先，在介紹了本文的研究背景、研究意義、國內(nèi)外相關(guān)文獻和成熟的理論模型之后，確定了研究方向�；谡闲图夹g(shù)接受與適用模型，結(jié)合移動商務(wù)的特性，將影響移動商務(wù)消費者購買行為的關(guān)鍵因素——績效期望、努力期望、社會影響、感知風險性、感知便利性、感知趣味性、個體創(chuàng)新性作為變量，構(gòu)建出移動商務(wù)消費者購買行為影響因素的理論研究模型，并提出相關(guān)假設(shè)。 其次，通過問卷調(diào)查收集數(shù)據(jù)對本研究模型進行實證分析。運用SPSS19對356份有效問卷進行描述性統(tǒng)計分析及信度檢驗，運用AMOS17.0軟件對問卷的效度及本研究的假設(shè)進行了檢驗。研究發(fā)現(xiàn)，，績效期望、社會影響、感知風險性、感知便利性、感知趣味性、個體創(chuàng)新性顯著影響移動商務(wù)消費者的購買行為而努力期望對移動商務(wù)消費者的購買行為影響并不顯著。 最后，根據(jù)本文的實證分析結(jié)果，針對移動商務(wù)運營商、移動商務(wù)在線商家及消費者提出了促進移動商務(wù)消費者購買行為的策略。移動商務(wù)運營商應(yīng)努力提升無線覆蓋率、移動網(wǎng)絡(luò)和移動終端的安防水平，APP的性能、趣味性體驗及市場滲透率；移動商務(wù)在線商家應(yīng)提升消費者對產(chǎn)品的績效期望、降低消費者對產(chǎn)品的感知風險及優(yōu)化用戶體驗，提升購物便利性；消費者應(yīng)該努力掌握移動購物流程，降低自身對信息的不確定性并熟悉電子商務(wù)法律知識，提高保護意識。
[Abstract]:With the rapid development of mobile internet, it is very important to study the influencing factors of the purchase behavior of mobile commerce consumers. Based on the theory of technology adoption and integration (UTAUT) and the characteristics of mobile Internet, this paper constructs a research model, collects the required data by questionnaire, and then uses structural equation to test the hypothesis of the model. Combined with the results of the study, the mobile operators, online merchants and consumers put forward the operation suggestions for mobile business consumers. First of all, after introducing the research background, research significance, domestic and foreign relevant literature and mature theoretical models, the research direction is determined. Based on the integrated technology acceptance and application model, combined with the characteristics of mobile commerce, it will affect the key factors of mobile commerce consumers' purchasing behavior, such as performance expectation, effort expectation, social impact, perceived risk, perceived convenience, and so on. Perception of interest, individual innovation as a variable, build a mobile business consumer purchase behavior factors of the theoretical research model, and put forward the relevant assumptions. Secondly, the empirical analysis of this research model is carried out by collecting questionnaire data. SPSS19 was used for descriptive statistical analysis and reliability test of 356 valid questionnaires. The validity of the questionnaire and the hypothesis of this study were tested with AMOS17.0 software. The study found that performance expectations, social impact, perceived risk, perceived convenience, perceived interest, Individual innovation significantly affects the purchasing behavior of mobile commerce consumers, while the effort expectation has no significant impact on the purchase behavior of mobile commerce consumers. Finally, according to the empirical results of this paper, this paper proposes strategies to promote the purchase behavior of mobile commerce consumers for mobile business operators, mobile commerce online merchants and consumers. Mobile business operators should strive to improve wireless coverage, mobile network and mobile terminal security level of app performance, fun experience and market penetration. Consumers should try their best to master the mobile shopping process, reduce their uncertainty about information, be familiar with the legal knowledge of e-commerce and improve their awareness of protection.
【學(xué)位授予單位】：燕山大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F713.55;F224

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