基于TAM和IDT模型的手机应用商城用户行为研究
摘要
近几年来,各国的移动互联网商业化进程急速加快,在这种环境下,美国的苹果公司发布了旗下的手机应用商城--App Store。App Store作为一种新型的运营模式,其最明显的优势是开放性,为软件开发者搭建发布平台,使得开发者能够同用户面对面沟通,它同时有效利用了价值链上伙伴企业相关资源,将移动商务、电子商务的优势集中自身。App Store刚一发布就在之后的运营中得到了消费者的广泛应用。截止2010年10月其下载量就已经超过60亿次,发布的软件数量超过30万个,收入突破了5亿美元大关。终端制造商、电信运营商以及第三方软件开发企业争相效仿。App Store取得巨大成功的原因是什么,中国电信运营商们怎样抓住这个基于发展自身?这些问题值得探讨。
本文首先通过各种调查数据和分析报告,介绍了移动商务的发展概括。分析了手机移动商城业务当前存在的问题以及研究的意义。并通过回顾以往国内外学者的研究文献,选用了学术界广泛应用的TAM理论模型和有较强解释能力的IDT理论作为理论基础,将IDT理论中的兼容性作为扩展变量加入TAM模型中。同时参考以往学者的观点和建议,选用了有代表性的手机移动商城平台感知特征作为外部变量,搭建各外部变量同TAM模型中变量的路径,最终得到本文的研究模型。然后运用实证研究方法,在参考以往学者研究的基础上对每个变量进行操作化定义,编制量表问项从而进行问卷调查,并利用SPSS软件对获得的数据进行了项目分析,信度分析以及效度分析,然后利用结构方程模型对研究变量进行因子分析,本文提出的13个假设中有11个通过了验证。
最后依据研究结果对国内手机移动商城的运营提出以下建议：增加免费产品,寻找其他赢利点；增加社区互动性应用,扩大用户规模；提高服务质量和水平,提高用户对易用性和有用性的感；建立完善的消费者保障制度,提高用户的信任。
Mobile Internet commercialization has accelerated in recent years, in this environment, Apple Inc. released its mobile application store, which starts a totally new operating model. The app store is an opening platform and it allows software developers to communicate with users face-to-face. It also take use of related resources of the partner enterprise on the value chain, which makes mobile commerce, e-commerce advantages rolled into its own. App store has been widely used while releasing, the number of download of applications is far more than6billion, the number of released software has reached300000> meanwhile the income is more than＄500million by October2010. Terminal manufacturers, telecom operators, as well as third-party software development companies starts to emulate. What is the reason for great success in App Store? And for the Chinese telecom operators, how to seize this opportunity to develop their own? These questions are worth exploring.
This paper first describes the development of mobile commerce through a variety of survey data and analysis reports, analyzes the issues of mobile application store and introduces the significance of the study. Through the review of the previous studies home and abroad, this paper choose the widely used TAM theory model and the strong explanatory IDT model as theoretical basis, then take the compatibility in IDT model as an extension variable into TAM model. Meanwhile, after reference to previous studies, this paper chooses the representative platform perception characteristics of mobile application store as external variables, build path between external variables and TAM variables, and finally obtained the research model. Then we define each variable, design questionnaire and do empirical research. After gathering enough data, this paper uses SPSS17.0to do analysis, including reliability test, validity test, and factor analysis, finally,11of the13hypotheses in this paper have passed the authentication.
According to the results of data analysis, this paper put up following recommendations for the mobile application store operators:Increase the free products, looking for other profit point; increase community interactive applications, enlarge the scale of the users; improve the service and improve user perception of usability and usefulness; establish and improve consumer protection system, enhance the user's trust.
本文首先通过各种调查数据和分析报告,介绍了移动商务的发展概括。分析了手机移动商城业务当前存在的问题以及研究的意义。并通过回顾以往国内外学者的研究文献,选用了学术界广泛应用的TAM理论模型和有较强解释能力的IDT理论作为理论基础,将IDT理论中的兼容性作为扩展变量加入TAM模型中。同时参考以往学者的观点和建议,选用了有代表性的手机移动商城平台感知特征作为外部变量,搭建各外部变量同TAM模型中变量的路径,最终得到本文的研究模型。然后运用实证研究方法,在参考以往学者研究的基础上对每个变量进行操作化定义,编制量表问项从而进行问卷调查,并利用SPSS软件对获得的数据进行了项目分析,信度分析以及效度分析,然后利用结构方程模型对研究变量进行因子分析,本文提出的13个假设中有11个通过了验证。
最后依据研究结果对国内手机移动商城的运营提出以下建议：增加免费产品,寻找其他赢利点；增加社区互动性应用,扩大用户规模；提高服务质量和水平,提高用户对易用性和有用性的感；建立完善的消费者保障制度,提高用户的信任。
Mobile Internet commercialization has accelerated in recent years, in this environment, Apple Inc. released its mobile application store, which starts a totally new operating model. The app store is an opening platform and it allows software developers to communicate with users face-to-face. It also take use of related resources of the partner enterprise on the value chain, which makes mobile commerce, e-commerce advantages rolled into its own. App store has been widely used while releasing, the number of download of applications is far more than6billion, the number of released software has reached300000> meanwhile the income is more than＄500million by October2010. Terminal manufacturers, telecom operators, as well as third-party software development companies starts to emulate. What is the reason for great success in App Store? And for the Chinese telecom operators, how to seize this opportunity to develop their own? These questions are worth exploring.
This paper first describes the development of mobile commerce through a variety of survey data and analysis reports, analyzes the issues of mobile application store and introduces the significance of the study. Through the review of the previous studies home and abroad, this paper choose the widely used TAM theory model and the strong explanatory IDT model as theoretical basis, then take the compatibility in IDT model as an extension variable into TAM model. Meanwhile, after reference to previous studies, this paper chooses the representative platform perception characteristics of mobile application store as external variables, build path between external variables and TAM variables, and finally obtained the research model. Then we define each variable, design questionnaire and do empirical research. After gathering enough data, this paper uses SPSS17.0to do analysis, including reliability test, validity test, and factor analysis, finally,11of the13hypotheses in this paper have passed the authentication.
According to the results of data analysis, this paper put up following recommendations for the mobile application store operators:Increase the free products, looking for other profit point; increase community interactive applications, enlarge the scale of the users; improve the service and improve user perception of usability and usefulness; establish and improve consumer protection system, enhance the user's trust.
引文
[1]Senn. J. A. The emergence of m-commerce [J]. Computer,2000,33(12): 148-150
[2]Tsalgatidou, A., Veijalainen, J. Mobile electronic commerce:emerging issues, in proceedings of EC-WEB 20001st International Conference on E-Commerce and Web Technologies. London, Greenwish, UK.2000.24(18),477-486,
[3]Keen, P.G.W., Mackintosh, R. The Freedom Economy:Gaining the M-Commerce Edge in the Era of the Wireless Internet. Osborne [M]. McGrew-Hill, Berkeley, US.2001.23-25
[4]CCW Research. Http://www.ccwresearch.com.cn/
[5]Balasubramanian,S.,Robert,A.and Sirkka J.Exploring the Implications of M Commerce for Markets and Marketing[J]. Journal of the Academy of Marketing Science,2002,30(4),348-360.
[6]Mylonopoulos, N.A., Doukidis, G.I. Introduction to the special issue:mobile business:technological pluralism, social assimilation, and growth [J]. International Journal of Electronic Commerce.2003.8(1):5-22
[7]吕廷杰.移动互联网与移动电了商务的研发与应用[J].电信建设,2001,(02)：10-23
[8]褚燕,黄丽华.影响员工接受移动商务应用因素研究[J].研究与发展管理,2007,19(1)：72-79
[9]Kulter, J. Institutional Mobile Commerce without the Hype [J]. Hew York: Investor.2000,24(14):53-57
[10]Clarke, I. Emerging Value Propositions for M-Commerce. Journal of Business Strategies. [J].2001.18(2):133-147
[11]Siau,K., L. Ee-Peng, and Z.Shen. Mobile Commerce:Promise, Challenges, and Research Agenda. [J]. Journal of Database Management.2001.12(3):145-153
[12]Ngai E W T, Gunasekaran A. A review for mobile commerce research and applications [J]. Decision Support Systems,2007,43(1):3-15.
[13]吴晓波,陈琦,盛玲玲.移动商务产业价值链研究[J].重庆大学学报(社会科学版),2007,13(06)：22-26.
[14]王有为,胥正川,杨庆.移动商务原理和应用[M].北京：清华大学出版 社,2006
[15]王汝林,姚歆,杨立平.移动商务理论和实务[M].北京：清华大学出版社,2007.10.
[16]Klaassen, Abbey. We get it:The iPhone's big, App Store will make it bigger [J].Advertising Age,2008,42(27):3-24.
[17]Wildstrom, Stephen H. A Stroll Through the iPhone App Store [J]. Business Week,2008,24(12):74.
[18]Cohen, Peter. Reset App Store Reviews, Please [J]. Macworld,2008,24(12): 34
[19]Moren, Dan. Google Voice Apps Rejected, Removed from App Store [J]. Macworld,2009,12(10):24.
[20]Kimes, Mina. Apple's App Store Thinks Small [J]. Fortune,2009,12(10):39
[21]Kharif, Olga. App Stores:Microsoft, Google Follow Apple [J]. BusinessWeek Online,2008,12(9):29
[22]Ryan Kim. App Store's developers look to next level [C]. San Francisco Chronicle,2009.
[23]曾剑秋.信心决定MM未来命运.通信产业报.2010年9月13日,第046版
[24]王永,杨丽,何涵涛.手机应用程序商店发展探析[J].数字通信.2010.06.55-59
[25]马悦,郑惠莉.中国移动MM平台发展策略,营销指导.2009.12,36-38.
[26]贾辉.向App Store学习什么[J].3G终端革命.2009,12(5)：8-9
[27]黄涌涛.IDC：苹果App Store在中国难以复制[J].通讯世界.2009,12(9)：30.
[28]陈亮,苹果APP Store模式将不再赢利[J]. OPERATION MARKET. 2009,24(21):21-22
[29]Fishbein,M.&Ajzen,I..Belief,Attitude,Intention and Behavion:An Introduction to Theory and Research [M].Addison-Wesley,Reading Mass,1975,20(17):521-562
[30]Ajzen,I..The theory of planned behavior [J]. Organizational Behavior and Human Decision Processes,1991,50(2):179-211.
[31]孙建军,成颖,柯青.TAM模型研究进化-模型演化[J].情报科学,2007,25(8)：1121-1127.
[32]Karahanna, E., Straub, D. W. & Chervany, N. L. Information Technology Adoption Across Time:Across-Scetional Comparison of Pre-Adoption and Post-Adoption Beliefs [J]. MIS Quarterly,1999,23(2):183-213
[33]Hartwick, J. & Barki, H. Explaining the Role of User Participation in Information System Use [J]. Management Seience,1994,40(4):440-465
[34]Belanger, F., J.S. Hiller, W.J. Smith. Trustworthiness in Electronic Commerce: the role of Privacy, security, and site attributes [J]. Journal of Strategic Information Systems.2002,24(11):245-270.
[35]khalifa,M.,Cheng,S.K.N. Adoption of Mobile Commerce:Role of Exposure [F]. Proceedings of the 35th Hawaii International Conference on System Sciences,2002,46-53.
[36]Hung,S.Y,Ku,C.Y&Chang,C.M.Critical factors of WAP servie adoption:an empirical study[J].Electronic Commerce Research and Application,2003,2(l):42-60.
[37]Mohamed Khalifa,Kathy Ning Shen,Drivers For Transactional B2C M-commerce Adoption:Extended Theory Of Planned Behavior[J].The Journal Of Computer Information Systems,2008,48(3):111-118.
[38]Rogers,Everett M.Diffusion of Innovations.The Free Press.New York. Zaltman,1962.
[39]Hsu,C.L., Lu, H.P.,Hsu,H.H.Adoption of the mobile internet:An empirical study of multimedia message serviee(MMS)[J].Omega,2007,5(6):715-726.
[40]Wu,J.H.and Wang,S.C. What drives mobile commerce?An empirical evaluation of the revised technology acceptance model[J]. Information & Management,2005,42(5):719-29.
[41]Mallat,N.,Rossi,M.,Tuunainen,V.K.and O"o"rni,A.(2006),"The impact of use situation and mobility on the acceptance of mobile ticketing services",Proceedings of the 39th Annual Hawaii International Conference on System Sciences,IEEE Computer Society Press,New York,NY.
[42]Davis, F.D. Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology. MIS Quarterly.1989,13(3):319-340
[43]Ofir Turel,Alexander Serenko,Nick Bontis.User acceptance of wireless short messaging services:Deconstructing perceived value.Information & Management 44 (2007) 63-73.
[44]Herbjorn Nysveen,Per E. Pedersen,Helge Thorbjornsen.Explaining intention to use mobile chat services:moderating effects of gender, Journal of Consumer Marketing 22/5 (2005) 247-256.
[45]Cheong,J.H&Park,M.C.Mobile internet acceptance in Korea[J].Internet Research,2005,15(2):125-140.
[46]Lu,J.,Liu,C.,Yu,C.S.,et al.Derteminants of accepting wireless mobile data services in China[J].Information&Management,2008,45(1):52-64.
[47]Gordon Xu,Jairo A.Gutierrez.. Anexplotory study of Killer Applications and Critical Success Factors in M-Commerce[J] Journal of Electronic Commerce in Organizations,2006,4(3):63-79
[48]Rohlfs J. A theory of interdependent demand for a communications service [J], Bell Journal of Economics,1974,5(1):16-37.
[49]Katz, M. L., Shapiro, C. Network externalities, competition, and compatibility[J]. The American Economic Review.1985,75(3):424-440.
[50]Lou H, Luo W, Strong D.Perceived critical mass effect on groupware acceptance [J].European Jounal of Information Systems,2001,9(2):91-103.
[51]Wang, C. C., Hsu, Y., Fang, W. Acceptance of technology with network externalities:An empirical study of Internet instant messaging services [J]. Journal of Information Technology Theory and Application.2004,6(4):15-28
[52]Cyr,D.Head,M&Ivanov,A.Design aesthetics leading to m-loyalty in mobile commerce[J].Information&Management,2006,43(8):950-96.
[53]Bouwman, H.Carlsson,C.Molina-Castillo,F.J.et al.Barriers and drivers in the adoption of current and future mobile services in Finland[J].Telematics and Informatics,2007,24(2):145-160.
[54]Cheong,J.H..Park,M.C.Mobile internet acceptance in Korea[J].Internet Research,2005,15(2):125-140.
[55]Turel,O..Serenko,A.Satisfaction with mobile services in Canada:An empirical in vestigation[J].Telecommunications Policy,2006,30(5-6):314-331.
[56]Moore,G.C.and I.Benbasat.Development of an instrument to measure the perceptions of adopting an information technology innovation[J].Information System Research.1991,2(3),192-222.
[57]Chen,Lei-da and Justin Tan.Technology adaptation in e-commerce:Key determinants of virtual stores acceptance[J].European Management Journal, 2004,22(1),74-86.
[58]Al-Gahtani,Said S.and Malcolm King,"Attitudes,satisfaction and usage:factors contributing to each in the acceptance of information technology", Behaviour&Information Technology,1999,18(4),277-297.
[59]F.D.Davis. R.p.Bagozzi. Extrinsic and intrinsic motivation to use computers in the workplace [J]. Jounral of APPlied Soeial Psychology.1992,22(14):1111-1132
[60]Moon, J., Kim, Y. Extending the TAM for a world-wide-web context [J]. Information & Management.2001,38(4):217-230.
[61]Hee-Woong Kim, Hock Chuan Chan, Sumeet Gupta. Value-based Adoption of Mobile Internet:An empirical investigation [J]. Decision Support Systems,2007, 43:111-126.
[62]ThaeMin Lee.The Impact Of Perceptions Of Interactivity On Customer Trust And Transaction Intensions In Mobile Commerce[J] Journal of Electronic Commerce Research,2005,6(3):165-180.
[63]Gefen, D., E. Karahanna and D.W. Straub. Trust and TAM in online shopping: An integrated model [J]. MIS Quarterly,2003,27(1):51-90
[64]Kenneth C.C. Yang.Exploring factors affecting the adoption of mobile commerce in Singapore..Telematics and Informatics,2005,22(3):257-277
[65]李怀祖.管理研究方法论.西安：西安交通大学出版社,2004,259-274.
[66]马庆国.管理统计：数据获取,统计原理,SPSS工具与应用研究.北京：科学出版社：2002
[67]Armstrong, J. Scott and T. S. Overton, Estimating Nonresponse Bias in Mail Surveys[J]. Journal of Marketing Research,1977,8:396-402
[2]Tsalgatidou, A., Veijalainen, J. Mobile electronic commerce:emerging issues, in proceedings of EC-WEB 20001st International Conference on E-Commerce and Web Technologies. London, Greenwish, UK.2000.24(18),477-486,
[3]Keen, P.G.W., Mackintosh, R. The Freedom Economy:Gaining the M-Commerce Edge in the Era of the Wireless Internet. Osborne [M]. McGrew-Hill, Berkeley, US.2001.23-25
[4]CCW Research. Http://www.ccwresearch.com.cn/
[5]Balasubramanian,S.,Robert,A.and Sirkka J.Exploring the Implications of M Commerce for Markets and Marketing[J]. Journal of the Academy of Marketing Science,2002,30(4),348-360.
[6]Mylonopoulos, N.A., Doukidis, G.I. Introduction to the special issue:mobile business:technological pluralism, social assimilation, and growth [J]. International Journal of Electronic Commerce.2003.8(1):5-22
[7]吕廷杰.移动互联网与移动电了商务的研发与应用[J].电信建设,2001,(02)：10-23
[8]褚燕,黄丽华.影响员工接受移动商务应用因素研究[J].研究与发展管理,2007,19(1)：72-79
[9]Kulter, J. Institutional Mobile Commerce without the Hype [J]. Hew York: Investor.2000,24(14):53-57
[10]Clarke, I. Emerging Value Propositions for M-Commerce. Journal of Business Strategies. [J].2001.18(2):133-147
[11]Siau,K., L. Ee-Peng, and Z.Shen. Mobile Commerce:Promise, Challenges, and Research Agenda. [J]. Journal of Database Management.2001.12(3):145-153
[12]Ngai E W T, Gunasekaran A. A review for mobile commerce research and applications [J]. Decision Support Systems,2007,43(1):3-15.
[13]吴晓波,陈琦,盛玲玲.移动商务产业价值链研究[J].重庆大学学报(社会科学版),2007,13(06)：22-26.
[14]王有为,胥正川,杨庆.移动商务原理和应用[M].北京：清华大学出版 社,2006
[15]王汝林,姚歆,杨立平.移动商务理论和实务[M].北京：清华大学出版社,2007.10.
[16]Klaassen, Abbey. We get it:The iPhone's big, App Store will make it bigger [J].Advertising Age,2008,42(27):3-24.
[17]Wildstrom, Stephen H. A Stroll Through the iPhone App Store [J]. Business Week,2008,24(12):74.
[18]Cohen, Peter. Reset App Store Reviews, Please [J]. Macworld,2008,24(12): 34
[19]Moren, Dan. Google Voice Apps Rejected, Removed from App Store [J]. Macworld,2009,12(10):24.
[20]Kimes, Mina. Apple's App Store Thinks Small [J]. Fortune,2009,12(10):39
[21]Kharif, Olga. App Stores:Microsoft, Google Follow Apple [J]. BusinessWeek Online,2008,12(9):29
[22]Ryan Kim. App Store's developers look to next level [C]. San Francisco Chronicle,2009.
[23]曾剑秋.信心决定MM未来命运.通信产业报.2010年9月13日,第046版
[24]王永,杨丽,何涵涛.手机应用程序商店发展探析[J].数字通信.2010.06.55-59
[25]马悦,郑惠莉.中国移动MM平台发展策略,营销指导.2009.12,36-38.
[26]贾辉.向App Store学习什么[J].3G终端革命.2009,12(5)：8-9
[27]黄涌涛.IDC：苹果App Store在中国难以复制[J].通讯世界.2009,12(9)：30.
[28]陈亮,苹果APP Store模式将不再赢利[J]. OPERATION MARKET. 2009,24(21):21-22
[29]Fishbein,M.&Ajzen,I..Belief,Attitude,Intention and Behavion:An Introduction to Theory and Research [M].Addison-Wesley,Reading Mass,1975,20(17):521-562
[30]Ajzen,I..The theory of planned behavior [J]. Organizational Behavior and Human Decision Processes,1991,50(2):179-211.
[31]孙建军,成颖,柯青.TAM模型研究进化-模型演化[J].情报科学,2007,25(8)：1121-1127.
[32]Karahanna, E., Straub, D. W. & Chervany, N. L. Information Technology Adoption Across Time:Across-Scetional Comparison of Pre-Adoption and Post-Adoption Beliefs [J]. MIS Quarterly,1999,23(2):183-213
[33]Hartwick, J. & Barki, H. Explaining the Role of User Participation in Information System Use [J]. Management Seience,1994,40(4):440-465
[34]Belanger, F., J.S. Hiller, W.J. Smith. Trustworthiness in Electronic Commerce: the role of Privacy, security, and site attributes [J]. Journal of Strategic Information Systems.2002,24(11):245-270.
[35]khalifa,M.,Cheng,S.K.N. Adoption of Mobile Commerce:Role of Exposure [F]. Proceedings of the 35th Hawaii International Conference on System Sciences,2002,46-53.
[36]Hung,S.Y,Ku,C.Y&Chang,C.M.Critical factors of WAP servie adoption:an empirical study[J].Electronic Commerce Research and Application,2003,2(l):42-60.
[37]Mohamed Khalifa,Kathy Ning Shen,Drivers For Transactional B2C M-commerce Adoption:Extended Theory Of Planned Behavior[J].The Journal Of Computer Information Systems,2008,48(3):111-118.
[38]Rogers,Everett M.Diffusion of Innovations.The Free Press.New York. Zaltman,1962.
[39]Hsu,C.L., Lu, H.P.,Hsu,H.H.Adoption of the mobile internet:An empirical study of multimedia message serviee(MMS)[J].Omega,2007,5(6):715-726.
[40]Wu,J.H.and Wang,S.C. What drives mobile commerce?An empirical evaluation of the revised technology acceptance model[J]. Information & Management,2005,42(5):719-29.
[41]Mallat,N.,Rossi,M.,Tuunainen,V.K.and O"o"rni,A.(2006),"The impact of use situation and mobility on the acceptance of mobile ticketing services",Proceedings of the 39th Annual Hawaii International Conference on System Sciences,IEEE Computer Society Press,New York,NY.
[42]Davis, F.D. Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology. MIS Quarterly.1989,13(3):319-340
[43]Ofir Turel,Alexander Serenko,Nick Bontis.User acceptance of wireless short messaging services:Deconstructing perceived value.Information & Management 44 (2007) 63-73.
[44]Herbjorn Nysveen,Per E. Pedersen,Helge Thorbjornsen.Explaining intention to use mobile chat services:moderating effects of gender, Journal of Consumer Marketing 22/5 (2005) 247-256.
[45]Cheong,J.H&Park,M.C.Mobile internet acceptance in Korea[J].Internet Research,2005,15(2):125-140.
[46]Lu,J.,Liu,C.,Yu,C.S.,et al.Derteminants of accepting wireless mobile data services in China[J].Information&Management,2008,45(1):52-64.
[47]Gordon Xu,Jairo A.Gutierrez.. Anexplotory study of Killer Applications and Critical Success Factors in M-Commerce[J] Journal of Electronic Commerce in Organizations,2006,4(3):63-79
[48]Rohlfs J. A theory of interdependent demand for a communications service [J], Bell Journal of Economics,1974,5(1):16-37.
[49]Katz, M. L., Shapiro, C. Network externalities, competition, and compatibility[J]. The American Economic Review.1985,75(3):424-440.
[50]Lou H, Luo W, Strong D.Perceived critical mass effect on groupware acceptance [J].European Jounal of Information Systems,2001,9(2):91-103.
[51]Wang, C. C., Hsu, Y., Fang, W. Acceptance of technology with network externalities:An empirical study of Internet instant messaging services [J]. Journal of Information Technology Theory and Application.2004,6(4):15-28
[52]Cyr,D.Head,M&Ivanov,A.Design aesthetics leading to m-loyalty in mobile commerce[J].Information&Management,2006,43(8):950-96.
[53]Bouwman, H.Carlsson,C.Molina-Castillo,F.J.et al.Barriers and drivers in the adoption of current and future mobile services in Finland[J].Telematics and Informatics,2007,24(2):145-160.
[54]Cheong,J.H..Park,M.C.Mobile internet acceptance in Korea[J].Internet Research,2005,15(2):125-140.
[55]Turel,O..Serenko,A.Satisfaction with mobile services in Canada:An empirical in vestigation[J].Telecommunications Policy,2006,30(5-6):314-331.
[56]Moore,G.C.and I.Benbasat.Development of an instrument to measure the perceptions of adopting an information technology innovation[J].Information System Research.1991,2(3),192-222.
[57]Chen,Lei-da and Justin Tan.Technology adaptation in e-commerce:Key determinants of virtual stores acceptance[J].European Management Journal, 2004,22(1),74-86.
[58]Al-Gahtani,Said S.and Malcolm King,"Attitudes,satisfaction and usage:factors contributing to each in the acceptance of information technology", Behaviour&Information Technology,1999,18(4),277-297.
[59]F.D.Davis. R.p.Bagozzi. Extrinsic and intrinsic motivation to use computers in the workplace [J]. Jounral of APPlied Soeial Psychology.1992,22(14):1111-1132
[60]Moon, J., Kim, Y. Extending the TAM for a world-wide-web context [J]. Information & Management.2001,38(4):217-230.
[61]Hee-Woong Kim, Hock Chuan Chan, Sumeet Gupta. Value-based Adoption of Mobile Internet:An empirical investigation [J]. Decision Support Systems,2007, 43:111-126.
[62]ThaeMin Lee.The Impact Of Perceptions Of Interactivity On Customer Trust And Transaction Intensions In Mobile Commerce[J] Journal of Electronic Commerce Research,2005,6(3):165-180.
[63]Gefen, D., E. Karahanna and D.W. Straub. Trust and TAM in online shopping: An integrated model [J]. MIS Quarterly,2003,27(1):51-90
[64]Kenneth C.C. Yang.Exploring factors affecting the adoption of mobile commerce in Singapore..Telematics and Informatics,2005,22(3):257-277
[65]李怀祖.管理研究方法论.西安：西安交通大学出版社,2004,259-274.
[66]马庆国.管理统计：数据获取,统计原理,SPSS工具与应用研究.北京：科学出版社：2002
[67]Armstrong, J. Scott and T. S. Overton, Estimating Nonresponse Bias in Mail Surveys[J]. Journal of Marketing Research,1977,8:396-402