消费者对3G业务使用意愿影响因素的实证研究

【作者】 李五朵；

【导师】 龚艳萍；

【作者基本信息】 中南大学 ， 企业管理， 2009， 硕士

【摘要】 第三代移动通信系统(3G)由于能够提供比2G更好的通信质量、更高的传输速率,更为丰富多彩的移动业务,其发展非常迅速。但是世界大多数3G运营商亏损严重,3G业务市场需求不足。在国内,尽管3G业务的发展序幕刚刚拉开,竞争却异常激烈。因此,如何甄别影响消费者接受3G业务的关键因素,尽快大规模启动客户需求就成为一个极富现实意义的研究课题。本研究基于用户的角度,主要探讨了用户对于3G业务的使用意愿及其影响因素。本文以技术接受模型理论(TAM)为基础,选取网络效应、感知娱乐性、主观规范、个人创新性和感知成本变量构建3G业务用户使用意愿的影响因素研究模型,并进一步将网络效应分为用户基础和互补产品,具体研究直接和间接网络效应对消费者使用意愿的影响。利用SPSS13.0对样本进行描述性统计分析、Cronbach’sα信度分析、效度分析和方差分析；运用LISREL8.70来进行验证性因子分析和路径分析,并依据分析结果来验证研究假设。实证研究发现：直接影响消费者使用3G业务意愿的因素有感知有用性、感知易用性、感知成本、主观规范、个人创新性和感知娱乐性,用户基础和互补产品对使用意愿的直接影响没有通过检验；感知易用性、主观规范、用户基础、互补产品和个人创新性直接影响消费者对3G业务感知有用性；用户基础、互补产品和个人创新性直接影响消费者对3G业务感知易用性；感知易用性正向影响感知娱乐性；感知有用性、感知易用性和感知娱乐性具有中介作用；不同的人口统计变量在影响3G业务使用意愿各个因素的构面上有显著差异。最后,本文在实证研究的基础上,对如何更好开展3G业务,拓宽移动市场提出若干建议和对策。更多还原

【Abstract】 Because Third-generation mobile communication system (3G)can provide a better communication quality, higher transmission rates,a wider variety of mobile services than 2G, its development is very rapid. However, most of the world 3G operators are suffering heavy losses,3G service market demand is insufficient.In China, despite the prelude to the development of 3G services has just opened, competition is fierce. Therefore, how to identify the key factors affect customers’ acceptance of 3G services, and as quickly as possible to start a large scale customers’ requirement has become a very realistic study.This research based on user’s view to probe into users’adoption intentions of 3G services and the factors which influence consumers’ intentions.In this paper, based on the theory of technology acceptance model (TAM),the author selected network effects,perceived enjoyment, subjective norms, personal innovativeness and perceived costs to construct behavioral intention research model.And further divided network effects into installed base and complementary products, specifically studied the direct and indirect network effects on consumer intentions.This research used SPSS 13.0 for descriptive statistical analysis, Cronbach’s a reliability analysis, validity analysis and variance analysis, used LISREL8.70 for confirmatory factor analysis and path analysis, and based on results of the analysis to verify the hypothesis.The thesis came up with these main conclusions as follows: perceived usefulness, perceived ease of use, perceived cost, subjective norms, personal innovativeness and perceived enjoyment directly affect the behavioral intention of 3G services,installed base and complementary products have no direct effect on behavioral intention;perceived ease of use, subjective norms, installed base, complementary products and personal innovativeness directly affect perceived usefulness;installed base, complementary products and personal innovativeness directly affect perceived ease of use; perceived ease of use has positive influence on perceived enjoyment; perceived usefulness,perceived ease of use and perceived entertainment have a moderating effect; the different demographic variables function differently in the dimension of factors that affect consumers’adoption intention of 3G services.Finally, based on the empirical analysis, we put forward some proposals and suggestions for how to improve the 3G services and to expand the market of mobile market.更多还原