个人创新性对消费者使用小程序进行购物的意愿影响机制研究——基于UTAUT模型
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摘要
UTAUT为基础,以广东省为例,收集338份来自不同地区的数据,使用专业统计软件SPLS对消费者使用微信小程序进行购物的意愿进行研究,实证分析结果显示:绩效期望、努力期望、社会影响和个人创新性对消费者使用微信小程序进行购物的意愿有积极的显著影响,努力期望在个人创新性和绩效期望之间有中介作用,绩效期望在个人创新性和使用意愿之间、努力期望和使用意愿之间有中介作用。
This study adopts the Unified Theory of Acceptance and Use of Technology(UTAUT) model to investigate the factors that influence users' behavioral intention towards using WCMP to purchase commodities. In this study, Partial least squares(PLS) analysis is used to analyze the data collected from 338 consumers in Guangzhou. The results indicated that Performance Expectancy(PE), Effort Expectancy(EE), Social Influence(SI), and Personal Innovativeness in Information Technology(PIIT) will positively affect users' Behavioral Intention(BI) toward using WCMP to purchase commodities. Effort Expectancy has a mediating effect between Personal Innovativeness in Information Technology and Performance Expectancy, and Performance Expectancy also as a mediator variable affects the relationship between Personal Innovativeness in Information Technology and Behavior Intention, Effort expectancy, and Behavior Intention, respectively.
This study adopts the Unified Theory of Acceptance and Use of Technology(UTAUT) model to investigate the factors that influence users' behavioral intention towards using WCMP to purchase commodities. In this study, Partial least squares(PLS) analysis is used to analyze the data collected from 338 consumers in Guangzhou. The results indicated that Performance Expectancy(PE), Effort Expectancy(EE), Social Influence(SI), and Personal Innovativeness in Information Technology(PIIT) will positively affect users' Behavioral Intention(BI) toward using WCMP to purchase commodities. Effort Expectancy has a mediating effect between Personal Innovativeness in Information Technology and Performance Expectancy, and Performance Expectancy also as a mediator variable affects the relationship between Personal Innovativeness in Information Technology and Behavior Intention, Effort expectancy, and Behavior Intention, respectively.
引文
[1]尹明章,张莉,周天旻,孙金香,钟代麟.基于微信小程序的高校O2O图书共享平台开发与应用[J].图书馆理论与实践,2019(03):94-97.
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[6]Yang, T., Zhong, H., Mok, Q., Lai, I. K.W.,&Ng, K. K.(2018, January). The Acceptance of “Flash Class”–Mobile Minilessons Through WeChat. In International Conference on Technology in Education(pp.101-108). Springer, Singapore.
[7]Okumus, B., Ali, F., Bilgihan, A.,&Ozturk, A. B.(2018). Psychological factors influencing customers’ acceptance of smartphone diet apps when ordering food at restaurants. International Journal of Hospitality Management, 72, 67-77.
[2]吴紫山.微信小程序在图书馆管理系统中的应用实践———以广州番禺职业技术学院图书馆为例[J].高校图书馆工作,2019,39(01):70-72,91.
[3]朱玉强.微信小程序在图书馆移动服务中的应用实践———以排架游戏为例[J].图书馆论坛,2017,37(07):132-138.
[4]涂相华,薛锡雅,曾志平,罗子健,骆晓鹏.“WECO课堂”:基于微信小程序的师生交互系统[J].现代教育技术,2018,28(05):109-114.
[5]张义.论微信小程序对出版企业的意义与应用[J].出版发行研究,2018(10):54-56.
[6]Yang, T., Zhong, H., Mok, Q., Lai, I. K.W.,&Ng, K. K.(2018, January). The Acceptance of “Flash Class”–Mobile Minilessons Through WeChat. In International Conference on Technology in Education(pp.101-108). Springer, Singapore.
[7]Okumus, B., Ali, F., Bilgihan, A.,&Ozturk, A. B.(2018). Psychological factors influencing customers’ acceptance of smartphone diet apps when ordering food at restaurants. International Journal of Hospitality Management, 72, 67-77.