本文關(guān)鍵詞： 移動(dòng)商務(wù) 用戶采納 湖湘文化　出處：《中南林業(yè)科技大學(xué)》2012年碩士論文　論文類型：學(xué)位論文

【摘要】：3G牌照的頒布,標(biāo)志著我國移動(dòng)通信全面步入3G時(shí)代。移動(dòng)終端設(shè)備的不斷更新以及龐大的手機(jī)用戶,為我國移動(dòng)商務(wù)的發(fā)展提供了良好的外部條件。湖南作為首個(gè)國家移動(dòng)商務(wù)試點(diǎn)示范省,經(jīng)過多年發(fā)展,移動(dòng)商務(wù)應(yīng)用在全國一直保持領(lǐng)先地位,其中以文化領(lǐng)域的應(yīng)用最為突出。湖湘文化作為一種極具特色的地域文化,對人們產(chǎn)生了多方面的影響,而這種地域文化是否對移動(dòng)商務(wù)用戶采納產(chǎn)生了影響,又是如何影響湖南地區(qū)移動(dòng)商務(wù)用戶采納的�；诖�,本文認(rèn)為從湖湘文化角度對移動(dòng)商務(wù)用戶采納進(jìn)行研究具有非常重要的意義。 本研究的主要目的是研究湖湘文化對移動(dòng)商務(wù)用戶采納的影響。文章以湖南地區(qū)的湖南籍用戶為研究對象,以Hofstede文化維度和技術(shù)接受模型為理論基礎(chǔ),結(jié)合湖湘文化的特點(diǎn)及國內(nèi)外學(xué)者的研究成果,增加信任和感知娛樂性兩個(gè)變量,構(gòu)建了湖湘文化對移動(dòng)商務(wù)用戶采納影響的綜合研究模型,然后選擇測量指標(biāo),設(shè)計(jì)本研究的調(diào)查問卷,并進(jìn)行問卷發(fā)放和調(diào)查。 最后利用主成分分析法和多元回歸分析對收集的樣本數(shù)據(jù)進(jìn)行實(shí)證分析,得出了本研究的主要結(jié)論。本研究發(fā)現(xiàn)：依據(jù)Hofstede對湖湘文化的維度進(jìn)行劃分,湖湘文化表現(xiàn)為集體主義、男性化、長期取向傾向以及弱不確定性規(guī)避和低權(quán)力距離；湖湘文化顯著影響用戶對移動(dòng)商務(wù)的感知有用性、感知娛樂性和信任；而感知有用性和感知娛樂性顯著影響移動(dòng)商務(wù)用戶的態(tài)度,從而影響用戶的采納意向。這說明湖湘文化對移動(dòng)商務(wù)的應(yīng)用有著顯著的推動(dòng)作用。研究結(jié)果有助于進(jìn)一步深化文化與移動(dòng)商務(wù)采納的相關(guān)理論研究；在實(shí)踐上有利于推動(dòng)湖南移動(dòng)商務(wù)的發(fā)展,并為我國其他省市移動(dòng)商務(wù)的發(fā)展提供示范效應(yīng)。
[Abstract]:3G licenses issued, marking China's mobile communications entered the era of the 3G. The mobile terminal equipment's updating and huge mobile phone users, provides a good external conditions for the development of mobile commerce in China. Hunan as the first national mobile commerce pilot demonstration Province, after several years of development, has been maintained in mobile commerce applications the leading position, with the application of the field of culture. The most prominent Huxiang culture regional culture as a very characteristic, the impact on people, and this kind of regional culture of mobile commerce users adopt the impact, and how does it affect the Hunan area of mobile commerce adoption. Based on this, the adoption of research is very important for mobile business users from the perspective of Huxiang culture.
The main purpose of this research is to study the influence of Huxiang culture on mobile commerce adoption. Taking Hunan area in Hunan Province as the research object to users, Hofstede's cultural dimensions and the technology acceptance model as the theoretical basis, combined with the research results of the characteristics of the Huxiang culture at home and abroad, entertainment trust and perception of the two variables. The construction of Huxiang culture comprehensive study of mobile commerce adoption effect model, and then select the measurement indicators, the questionnaire is designed, and the questionnaire and investigation.
Finally, using principal component analysis and multiple regression analysis of empirical analysis of sample data to collect, draw the main conclusions of this study. This study found that: Hofstede divided according to Huxiang culture dimension, Huxiang culture is collectivism, masculine, long-term orientation tendency and weak uncertainty avoidance and low power distance; Hunan culture significantly affect the users of mobile commerce perceived usefulness, perceived entertainment and trust; perceived usefulness and perceived entertainment effect of mobile commerce user attitude, thus affecting the user's adoption intention. The application of Hunan culture on mobile commerce has a significant promoting role. The research results are helpful to to further deepen the cultural and theoretical research of mobile commerce adoption.; in practice is conducive to promoting the development of mobile commerce in Hunan, and other provinces and cities in China The development of mobile commerce provides a demonstration effect.

【學(xué)位授予單位】：中南林業(yè)科技大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2012
【分類號】：F626;F224

【引證文獻(xiàn)】

相關(guān)博士學(xué)位論文 前3條

1 鄧朝華;移動(dòng)服務(wù)用戶采納模型及其實(shí)證研究[D];華中科技大學(xué);2008年

2 劉冰;移動(dòng)商務(wù)消費(fèi)者采納的影響因素及實(shí)證研究[D];北京郵電大學(xué);2010年

3 劉振華;個(gè)人用戶手機(jī)支付采納意向研究[D];大連理工大學(xué);2010年

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本文編號：1460407