本文選題：情景感知服務(wù) + UTAUT　； 參考：《北京郵電大學(xué)》2013年碩士論文

【摘要】：目前,移動(dòng)商務(wù)市場發(fā)展迅速,競爭也越來越激烈,作為其中的一種新興服務(wù)模式,情景感知服務(wù)由于其巨大的市場潛力和廣闊的發(fā)展前景,成為了運(yùn)營商和服務(wù)提供商競爭的焦點(diǎn)。情景感知服務(wù)包含兩個(gè)因素：感知情景與使用情景。簡單來說,系統(tǒng)首先捕捉用戶所在的情景,然后對其分析,最后根據(jù)用戶需求進(jìn)行個(gè)性化服務(wù)。由于通信網(wǎng)絡(luò)的升級、智能化移動(dòng)終端的普及以及消費(fèi)者對個(gè)性化泛在服務(wù)的需求,情景感知服務(wù)必然會(huì)成為移動(dòng)服務(wù)的發(fā)展趨勢。 但是,關(guān)于情景感知服務(wù)的研究主要集中在技術(shù)層面,對其消費(fèi)行為的研究還非常少,且已有的研究也有一定的局限性。本文希望從分析情景感知服務(wù)的個(gè)性特征入手,同時(shí)對消費(fèi)者的心理及購買行為進(jìn)行研究,建立以UTAUT模型為基礎(chǔ)的情景感知服務(wù)接受模型,對影響用戶接受情景感知服務(wù)的因素進(jìn)行研究,以期為今后的研究以及實(shí)際應(yīng)用提供參考。 本文首先通過文獻(xiàn)綜述,對已有的用戶接受模型進(jìn)行改進(jìn)和創(chuàng)新,建立情景感知服務(wù)的用戶接受模型。然后設(shè)計(jì)問卷量表,進(jìn)行實(shí)證調(diào)研,用得到的數(shù)據(jù)對模型進(jìn)行驗(yàn)證,并得出用戶對情景感知服務(wù)接受的影響因素。最后通過本文的研究對情景感知服務(wù)的營銷提出切實(shí)可行的意見和建議。
[Abstract]:At present, the mobile commerce market is developing rapidly and the competition is becoming more and more fierce. As a new service mode, situational perception service has great market potential and broad development prospect. It has become the focus of competition between operators and service providers. Situational awareness services consist of two factors: situational awareness and usage. In brief, the system first captures the user's scene, then analyzes it, and finally carries on the personalized service according to the user's demand. Due to the upgrading of communication network, the popularity of intelligent mobile terminals and the demand of consumers for personalized ubiquitous services, situational awareness services will inevitably become the development trend of mobile services. However, the research on situational perception service is mainly focused on the technical level, the research on its consumption behavior is still very few, and the existing research also has some limitations. This paper aims to analyze the personality characteristics of situational perceived services, and at the same time to study consumers' psychology and purchase behavior, and to establish a situational perception service acceptance model based on UTAUT model. In order to provide reference for future research and practical application, this paper studies the factors that affect users' acceptance of situational awareness services. In this paper, the existing user acceptance model is improved and innovated through literature review, and the user acceptance model of situational awareness service is established. Then the questionnaire scale is designed and the empirical research is carried out. The model is verified by the data obtained and the factors influencing the acceptance of situational perception services are obtained. Finally, through the research of this paper, the marketing of situational perception service is put forward practical suggestions and suggestions.
【學(xué)位授予單位】：北京郵電大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F713.55;F626

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本文編號：2012317