基于UTAUT的农业电子商务用户使用行为研究——以珠三角为例
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摘要
以UTAUT模型为理论基础,从绩效期望,努力期望,社会影响,便利条件,信任和感知风险六个维度,构建农业电子商务用户使用行为结构方程模型,并在广东省珠三角地区展开调研,共收集有效问卷366份,利用Amos 22.0软件使用因子分析法对各影响因素进行验证分析。研究分析表明,所构建的模型中的六个维度变量皆对用户的行为有显著影响作用,最后根据验证结果提出对策建议。
Based on the UTAUT model, an structural equation model of agricultural e-commerce users′ usage behavior was constructed from the aspects of performance expectation, hard work expectation, social influence, convenience condition, trust and perceived risk, and investigations and research in the Pearl River Delta region of Guangdong Province was conducted. A total of 366 valid questionnaires were collected and analyzed by Amos 22.0 software using factor analysis method to analyze the influencing factors. The analysis result shows that the six dimension variables in the constructed model have a significant effect on the users' behavior. Finally, the countermeasures were put forward according to the verification results.
Based on the UTAUT model, an structural equation model of agricultural e-commerce users′ usage behavior was constructed from the aspects of performance expectation, hard work expectation, social influence, convenience condition, trust and perceived risk, and investigations and research in the Pearl River Delta region of Guangdong Province was conducted. A total of 366 valid questionnaires were collected and analyzed by Amos 22.0 software using factor analysis method to analyze the influencing factors. The analysis result shows that the six dimension variables in the constructed model have a significant effect on the users' behavior. Finally, the countermeasures were put forward according to the verification results.
引文
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[16]JARVENPAA S L,TODD P A.Consumer reactions to electronic shopping on the world wide web[J].International Journal of Electronic Commerce,1997,1(2):59-88.
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[18]荣泰生.AMOS与研究方法[M].2版.重庆:重庆大学出版社,2010.
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[20]HU L,BENTLER P,HU L.Fit indices in covariance structure modeling:sensitivity to under parameterization model misspecification[J].Psychological Methods,1998,3(4):424-453.
[21]温忠麟,侯杰泰,马什赫伯特.结构方程模型检验:拟合指数与卡方准则[J].心理学报,2004(2):186-194.
[22]HAIR J F,BLACK W C,BABIN B J,et al.Multivariate data analysis:a global perspective[M].7th ed.Upper Saddle River :Pearson Education,2010.
[23]韩志霞,张玲.P值检验和假设检验[J].边疆经济与文化,2006(4):62-63.
[24]中华人民共和国国务院办公厅.国务院关于积极推进“互联网+”行动的指导意见[J].中华人民共和国国务院公报,2015(20):11-23.
[2]新华社.中共中央国务院关于深入推进农业供给侧结构性改革加快培育农业农村发展新动能的若干意见[EB/OL].北京:中共中央国务院,(2017-02-05)[2017-12-31].http://www.gov.cn/zhengce/2017-02/05/content_5165626.htm.
[3]VENKATESH V,MORRIS M G,DAVIS G B,et al.User acceptance of information technology:toward a unified view[J].Mis Quarterly,2003,27(3):425-478.
[4]WANG Y S,LIN H H,LUARN P.Predicting consumer intention to use mobile service[J].Information Systems Journal,2006,16(2):157-179.
[5]万君,郭婷婷,吴正祥.基于UTAUT模型的消费者移动互联网业务使用意愿影响研究[J].资源开发与市场,2015,31(10):1224-1227.
[6]俞坤.基于UTAUT模型的移动互联网广告的用户接受模型的研究[D].北京:北京邮电大学,2012.
[7]RANA N P,DWIVEDI Y K,WILLIAMS M D,et al.Adoption of online public grievance redressal system in India:toward developing a unified view[J].Computers in Human Behavior,2016,59:265-282.
[8]高芙蓉,高雪莲.国外信息技术接受模型研究述评[J].研究与发展管理,2011(2):95-105.
[9]高芙蓉.信息技术接受模型研究的新进展[J].情报杂志,2010(6):170-176.
[10]李君君.电子商务用户接受:理论和实证研究[M].北京:经济科学出版社,2010.
[11]刘电威.消费者网上购物决策的关键影响因素实证研究:基于创新扩散理论[J].科技管理研究,2014,34(5):175-179.
[12]孟健,刘阳.移动打车软件用户使用意愿影响因素研究[J].现代情报,2016,36(2):25-31.
[13]DAVIS F D.A technology acceptance model for empirically testing new end-user information systems:theory and results[D].Cambridge:Massachusetts Institute of Technology,1986.
[14]BAUER R A.Consumer Behavior as Risk Taking[C]// HANCOCK R S.Dynamic Marketing for a Changing World.Chicago:American Marketing Association,1960:389-398.
[15]叶乃沂,周蝶.消费者网络购物感知风险概念及测量模型研究[J].管理工程学报,2014,28(4):88-94.
[16]JARVENPAA S L,TODD P A.Consumer reactions to electronic shopping on the world wide web[J].International Journal of Electronic Commerce,1997,1(2):59-88.
[17]FISHBEIN M,AJZEN I.Belief,attitude,intention and behavior:an introduction to theory and research[J].Philosophy & Rhetoric,1977,41(4):842-844.
[18]荣泰生.AMOS与研究方法[M].2版.重庆:重庆大学出版社,2010.
[19]FORNELL C,LARCKER D F.Evaluating structural equation models with unobservable variables and measurement error[J].Journal of Marketing Research,1981,18(1):39-50.
[20]HU L,BENTLER P,HU L.Fit indices in covariance structure modeling:sensitivity to under parameterization model misspecification[J].Psychological Methods,1998,3(4):424-453.
[21]温忠麟,侯杰泰,马什赫伯特.结构方程模型检验:拟合指数与卡方准则[J].心理学报,2004(2):186-194.
[22]HAIR J F,BLACK W C,BABIN B J,et al.Multivariate data analysis:a global perspective[M].7th ed.Upper Saddle River :Pearson Education,2010.
[23]韩志霞,张玲.P值检验和假设检验[J].边疆经济与文化,2006(4):62-63.
[24]中华人民共和国国务院办公厅.国务院关于积极推进“互联网+”行动的指导意见[J].中华人民共和国国务院公报,2015(20):11-23.
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