C2C环境下谈判支持系统用户接受行为分析
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摘要
美国著名学者Michael,Abbas和William的实证研究已经证实利用谈判支持系统进行的谈判比面对面的谈判将产生更大的效益和对谈判结果更高的满意度。谈判支持系统具有如此的优势却没有得到推广应用的矛盾触发了本文从行为学的角度来探索用户采纳网上谈判支持系统WNSS的行为意图的影响因素。
论文首先对网上谈判支持系统WNSS的定义、特征、特点进行了系统的分析,接着对技术接受理论——理性行为理论、计划行为理论、技术接受模型、创新扩散理论分别进行分析。在此基础上,提出WNSS的采纳意图的影响因素研究模型及假设感知的有用性,感知的易用性,感知的情感舒适性,感知的对方使用意图,感知的Web安全性,态度六个影响因素对采纳意图将产生积极的显著的影响。
然后是针对假设模型的因素采用应用于相对陌生领域测量的5点量表法设计调查问项并发放问卷,获得221份有效问卷。利用SPSS统计软件对数据进行信度和效度检验;根据理论假设利用结构方程模型方法构造模型,结合数据进行拟合性检验、度量和结构模型检验等。统计分析结果显示感知有用性对采纳意图有最大的积极的显著的影响;感知易用性,感知Web安全性,感知情感舒适性对采纳意图有间接的积极的影响,感知对方使用意图,态度对采纳意图有积极的显著的影响。构建的模型对采纳意图有59.5%的解释能力,比谈判支持系统研究领域的著名专家袁雨飞构建的谈判支持系统采纳模型提高了13.5%的解释能力。
最后,本文在上述实证研究结果的基础上,为致力于把WNSS应用于C2C环境下的开发商和供应商提出一些理论和实践上的建议。
The America famous scholars, Michael,Abbas and William’s empirical study have confirmed that the negotiation which make use of the negotiation support system will produce better benefits and more satisfied with the outcome of the negotiation than the face to face negotiation, Although the negotiation support systems have so advantages, it has not been widely used. Therefore, to explore the adoption intention of web-based negotiation support system (WNSS) from the perspective of the user behavior is great important.
Firstly the paper introduced the definition, features, advantage of the WNSS, and reviewed the technology acceptance theory: theory of reasoned action, theory of planned behavior, technology acceptance model and innovation diffusion theory. Based on the technology acceptance theory, a proposed research model which explains user’s behavioral intention to use WNSS is depicted. The factors that affect user’s behavioral intention to use WNSS include perceived usefulness, perceived ease of use, perceived web security, perceived emotional comfort, perceived intention of the negotiating partner, attitude which has a positive significant effect on behavioral intention to use WNSS.
Secondly a survey was designed used fve-point Likert scales for an empirical study and 221 valid questionnaires were collected. SPSS software was used to examine the reliability of the data, and Structural Equation Model (SEM) method was used to construct a model, also for fitting test, measurement model test and structural model test, the statistical analysis shows perceived usefulness have the greatest positive direct effect on behavioral intention to use WNSS; perceived ease of use, perceived web security, perceived emotional comfort have a positive indirect effect on behavioral intention to use WNSS; Attitude, perceived intention of the negotiating partner have a positive direct effect on behavioral intention to use WNSS. The model can explain 59.5 percent of the adoption intention, which have increased 13.5 percent interpretation capacity than the adoption model builded by Yufei Yuan, who is the expert in the fields of negotiation support system.
Finally, some theoretical and practical suggestions are made to the developer and provider, who dedicated WNSS to C2C e-commerce environment, based on the empirical research conclusions.
论文首先对网上谈判支持系统WNSS的定义、特征、特点进行了系统的分析,接着对技术接受理论——理性行为理论、计划行为理论、技术接受模型、创新扩散理论分别进行分析。在此基础上,提出WNSS的采纳意图的影响因素研究模型及假设感知的有用性,感知的易用性,感知的情感舒适性,感知的对方使用意图,感知的Web安全性,态度六个影响因素对采纳意图将产生积极的显著的影响。
然后是针对假设模型的因素采用应用于相对陌生领域测量的5点量表法设计调查问项并发放问卷,获得221份有效问卷。利用SPSS统计软件对数据进行信度和效度检验;根据理论假设利用结构方程模型方法构造模型,结合数据进行拟合性检验、度量和结构模型检验等。统计分析结果显示感知有用性对采纳意图有最大的积极的显著的影响;感知易用性,感知Web安全性,感知情感舒适性对采纳意图有间接的积极的影响,感知对方使用意图,态度对采纳意图有积极的显著的影响。构建的模型对采纳意图有59.5%的解释能力,比谈判支持系统研究领域的著名专家袁雨飞构建的谈判支持系统采纳模型提高了13.5%的解释能力。
最后,本文在上述实证研究结果的基础上,为致力于把WNSS应用于C2C环境下的开发商和供应商提出一些理论和实践上的建议。
The America famous scholars, Michael,Abbas and William’s empirical study have confirmed that the negotiation which make use of the negotiation support system will produce better benefits and more satisfied with the outcome of the negotiation than the face to face negotiation, Although the negotiation support systems have so advantages, it has not been widely used. Therefore, to explore the adoption intention of web-based negotiation support system (WNSS) from the perspective of the user behavior is great important.
Firstly the paper introduced the definition, features, advantage of the WNSS, and reviewed the technology acceptance theory: theory of reasoned action, theory of planned behavior, technology acceptance model and innovation diffusion theory. Based on the technology acceptance theory, a proposed research model which explains user’s behavioral intention to use WNSS is depicted. The factors that affect user’s behavioral intention to use WNSS include perceived usefulness, perceived ease of use, perceived web security, perceived emotional comfort, perceived intention of the negotiating partner, attitude which has a positive significant effect on behavioral intention to use WNSS.
Secondly a survey was designed used fve-point Likert scales for an empirical study and 221 valid questionnaires were collected. SPSS software was used to examine the reliability of the data, and Structural Equation Model (SEM) method was used to construct a model, also for fitting test, measurement model test and structural model test, the statistical analysis shows perceived usefulness have the greatest positive direct effect on behavioral intention to use WNSS; perceived ease of use, perceived web security, perceived emotional comfort have a positive indirect effect on behavioral intention to use WNSS; Attitude, perceived intention of the negotiating partner have a positive direct effect on behavioral intention to use WNSS. The model can explain 59.5 percent of the adoption intention, which have increased 13.5 percent interpretation capacity than the adoption model builded by Yufei Yuan, who is the expert in the fields of negotiation support system.
Finally, some theoretical and practical suggestions are made to the developer and provider, who dedicated WNSS to C2C e-commerce environment, based on the empirical research conclusions.
引文
1李林.关于多方商业谈判中价值观影响的实验研究.电子科技大学硕士学位论文.2005:1~2
2杨子晨,孟波,熊德林,肖延松.基于Web的谈判支持系统的设计与实现.计算机工程与应用.2002,11(2):101~102
3魏定国.电子商务中谈判及其相关技术的研究.复旦大学博士学位论文.2003:1~2
4唐卫东.谈判支持系统的理论与设计研究.天津大学博士学位论文.2003:1~3
5孟波,付微.基于Web的谈判支持系统.决策借鉴.1999,(3):34~35
6丁伟,李一军.谈判支持系统最新研究进展.高技术通讯.2002,(3):91~92
7 Michael M. Delaney, Abbas Foroughi and William C. Perkins. An Empirical Study of the Efficacy of a Computerized Negotiation Support System(NSS). Decision Support System.1997,(20):185~197
8路杨.面向电子商务的一对多谈判支持系统研究.哈尔滨工业大学博士学位论文.2007:6~9
9 Gregory E. Kersten. Hsiangchu Lai. Negotiation Support and E~Negotiation Systems: An Overview. Group Decis Negot.2007,(14):147~149
10 Kersten G E. Decision Support Systems.1999, (25):135
11高伟,孟波.基于Web的谈判支持系统的研究与开发.计算机工程2003,29(19):63~64
12 Binnie Gan, John Lim, Ting~Ting Chang. A Survey on NSS Adoption Intention. Proceedings of the 35th Hawaii International Conference on System Sciences. 2002:69~74
13 John Lim*. A Conceptual Framework on the Adoption of Negotiation Support Systems. Information and Software Technology. 2003,(45): 469~477
14 Turel O, Yuan Y. User Acceptance of Web~based Negotiation Support Systems: the Role of Perceived Intention of the Negotiating Partner to Negotiate Online. Group Decis Negot (2007b),16(5):451~46
15 Venkatesh, V. & Davis F. D. A Theoretical Extension of the TechnologyAcceptance Model: for Longitudinal Field Studies. Management Science. 2000, 46(2):186~204
16王经纬.我国C2C电子商务发展问题与对策.合作经济与科技.2007,(322):92~93
17 Dasgupta S, Granger M, McGarry N. User Acceptance of E-collaboration Technology: An Extension of the Technology Acceptance Model. Group Decis Negotiat. 2002,(11):87~100
18 Kersten GE, Noronha SJ. WWW~based Negotiation Support: Design, Implementation, and Use. Decis Support Syst 1999,(25):135~151
19 Yufei Yuan, Joseph B. Rose and Norm Archer. A Web~Based Negotiation Support System. Electronic Markets.1998,(3):13~17
20孟波,付微.基于web的谈判支持系统.决策借鉴.1999,(3):35~36
21许敏.电子商务环境下谈判人行为影响因素分析.哈尔滨工业大学硕士学位论文.2007:16~17
22 I .Ajzen. The Theory of Planned Behavior. Org Behav Human Decis Proc 1991,(50):179~21
23 I. Ajzen, Perceived Behavioral Control, Self~efficacy,Locus of Control, and the Theory of Planned Behavior, Journal of Applied Social Psychology 2002,(32):665~683
24 K.Mathieson. Predicting User Intentions: Comparing the Technology Acceptance Model with the Theory of Planned Behavior. Information Systems Research. 1991:173~191.
25 J.Hartwick, H.Barki. Explaining the Role of User Participation in Information System Use. Management Science.1994: 40~465
26 Adams, D.A., Nelson, R.R. & Todd, P.A. Perceived Usefulness, Ease of Use, and Usage of Information Technology: A Replication. MIS Quarterly. 1992, 16(2): 227~253
27 Davis, F. D., Bagozzi, R.P. & Warshaw, P.R. User Acceptance of Computer Technology: a Comparison of Two Theoretical Models. Management Science. 1989a, 35(8): 982~1003
28 P. Legris, J. Ingham, P. Collerette, Why do People Use Information Technology? A Critical Review of the Technology Acceptance Model. Information and Management 2003,(40):191~204
29 K. Mathieson, Predicting User Intentions: Comparing the Technology Acceptance Model with the Theory of Planned Behavior, Information Systems Research 1991,(9):173~191
30 Jeroen Schepers, Martin Wetzels. A Meta-analysis of the Technology Acceptance Model: Investigating Subjective Norm and Moderation Effects. Information & Management 2007, (44 ): 90~103
31 Rogers, E.M. The Diffusion of Innovation. New York Free Press, 1983: 10~25
32 M.Igbaria, N.Zinatelli, P.Cragg, A.Cavaye. Personal computing acceptance factors in small firms: a structural equation model. MIS Quarterly. 1997: 279~302.
33 V. Venkatesh and F. D. Davis. A Theoretical Extension of the Technology Acceptance Model: Four Longitudinal Field Studies. Management Science.2000,46(2):186~204
34 Davis, F. D. Perceived Usefulness, Perceived Ease of Use and User Acceptance of Information Technology. MIS Quarterly.1989,(9): 319~340
35鲁耀斌,徐红梅.技术接受模型及其相关理论的比较研究.科技进步与对策.2003:176~178
36 Markus ML. Toward a’Critical Mass’Theory of Interactive Media. Commun Res.1987,(14):491~511
37高海霞.消费者的感知风险及减少风险行为的研究.浙江大学博士学位论文.2003:13~20
38 Featherman M. S. & Pavlou P. A. Predicting E-service Adoption: A Perceived Risk Facets Perspective. Int J Human-Computer Studies. 2003, (59): 451~474
39 Fishbein M, Ajzen I Belief, Attitude, Intention, and Behavior: an Introduction to Theory and Research. Addison~Wesley.1975:78~85
40 J.Hair, R.Anderson, R.Tatham, W.C.Black. Multivariate Data Analysis. The
5th Edition. Upper Saddle River, Prentice~Hall, 1998: 182~232.
41张文彤. SPSSII统计分析教程(高级篇).北京希望电子出版社. 2002: 190~232
42曾五一,黄炳艺.调查问卷的可信度和有效度分析.统计与信息论坛. 2005, 20(6):11~15.
43胡玲. B2C电子商务环境下表征缺陷对购买意愿的影响分析.哈尔滨工业大学硕士学位论文.2007:28~43
44李建宁.结构方程模型导论.安徽大学出版社. 2004:89~99
45候杰泰.为何需要结构方程模式及如何建立潜伏变项?教育研究学报(香港). 1994,(1):78~81
46张建平.一种新的统计方法和研究思路——结构方程建模述评.心理学报.1993,(1):32~35
47 Steiger J. H. Structure Model Evaluation and Modification: An Interval Estimation Approach. Multivariate Behavioral Research. 1990,(25):173~180
48方平,熊端琴,蔡红.结构方程在心理学研究中的应用.心理科学. 2001, 24(4): 406~408
49张蜀林,张庆林.验证性因素分析模型及其在研究中的应用.心理学动态. 1995, 3(1): 28~33
50 Rudolf Vetschera, Gregory Kersten, Sabine Koeszegi. User Assessment of Internet~Based Negotiation Support Systems: An Exploratory Study. Journal of Organizational Computing and ElectronicCommerce. 2006,16(2),123~148
51 Lee KC, Kang I et al. Exploring the User Interface of Negotiation Support Systems from the User Acceptance Perspective. Comput Hum Behav. 2007:220~230
52 Vetschera R, Kersten G, Koeszegi S. User Assessment of Internet~based Negotiation Support Systems: an Exploratory Study. J Org Comput Electr Comm. 2006,16(2):123~148
2杨子晨,孟波,熊德林,肖延松.基于Web的谈判支持系统的设计与实现.计算机工程与应用.2002,11(2):101~102
3魏定国.电子商务中谈判及其相关技术的研究.复旦大学博士学位论文.2003:1~2
4唐卫东.谈判支持系统的理论与设计研究.天津大学博士学位论文.2003:1~3
5孟波,付微.基于Web的谈判支持系统.决策借鉴.1999,(3):34~35
6丁伟,李一军.谈判支持系统最新研究进展.高技术通讯.2002,(3):91~92
7 Michael M. Delaney, Abbas Foroughi and William C. Perkins. An Empirical Study of the Efficacy of a Computerized Negotiation Support System(NSS). Decision Support System.1997,(20):185~197
8路杨.面向电子商务的一对多谈判支持系统研究.哈尔滨工业大学博士学位论文.2007:6~9
9 Gregory E. Kersten. Hsiangchu Lai. Negotiation Support and E~Negotiation Systems: An Overview. Group Decis Negot.2007,(14):147~149
10 Kersten G E. Decision Support Systems.1999, (25):135
11高伟,孟波.基于Web的谈判支持系统的研究与开发.计算机工程2003,29(19):63~64
12 Binnie Gan, John Lim, Ting~Ting Chang. A Survey on NSS Adoption Intention. Proceedings of the 35th Hawaii International Conference on System Sciences. 2002:69~74
13 John Lim*. A Conceptual Framework on the Adoption of Negotiation Support Systems. Information and Software Technology. 2003,(45): 469~477
14 Turel O, Yuan Y. User Acceptance of Web~based Negotiation Support Systems: the Role of Perceived Intention of the Negotiating Partner to Negotiate Online. Group Decis Negot (2007b),16(5):451~46
15 Venkatesh, V. & Davis F. D. A Theoretical Extension of the TechnologyAcceptance Model: for Longitudinal Field Studies. Management Science. 2000, 46(2):186~204
16王经纬.我国C2C电子商务发展问题与对策.合作经济与科技.2007,(322):92~93
17 Dasgupta S, Granger M, McGarry N. User Acceptance of E-collaboration Technology: An Extension of the Technology Acceptance Model. Group Decis Negotiat. 2002,(11):87~100
18 Kersten GE, Noronha SJ. WWW~based Negotiation Support: Design, Implementation, and Use. Decis Support Syst 1999,(25):135~151
19 Yufei Yuan, Joseph B. Rose and Norm Archer. A Web~Based Negotiation Support System. Electronic Markets.1998,(3):13~17
20孟波,付微.基于web的谈判支持系统.决策借鉴.1999,(3):35~36
21许敏.电子商务环境下谈判人行为影响因素分析.哈尔滨工业大学硕士学位论文.2007:16~17
22 I .Ajzen. The Theory of Planned Behavior. Org Behav Human Decis Proc 1991,(50):179~21
23 I. Ajzen, Perceived Behavioral Control, Self~efficacy,Locus of Control, and the Theory of Planned Behavior, Journal of Applied Social Psychology 2002,(32):665~683
24 K.Mathieson. Predicting User Intentions: Comparing the Technology Acceptance Model with the Theory of Planned Behavior. Information Systems Research. 1991:173~191.
25 J.Hartwick, H.Barki. Explaining the Role of User Participation in Information System Use. Management Science.1994: 40~465
26 Adams, D.A., Nelson, R.R. & Todd, P.A. Perceived Usefulness, Ease of Use, and Usage of Information Technology: A Replication. MIS Quarterly. 1992, 16(2): 227~253
27 Davis, F. D., Bagozzi, R.P. & Warshaw, P.R. User Acceptance of Computer Technology: a Comparison of Two Theoretical Models. Management Science. 1989a, 35(8): 982~1003
28 P. Legris, J. Ingham, P. Collerette, Why do People Use Information Technology? A Critical Review of the Technology Acceptance Model. Information and Management 2003,(40):191~204
29 K. Mathieson, Predicting User Intentions: Comparing the Technology Acceptance Model with the Theory of Planned Behavior, Information Systems Research 1991,(9):173~191
30 Jeroen Schepers, Martin Wetzels. A Meta-analysis of the Technology Acceptance Model: Investigating Subjective Norm and Moderation Effects. Information & Management 2007, (44 ): 90~103
31 Rogers, E.M. The Diffusion of Innovation. New York Free Press, 1983: 10~25
32 M.Igbaria, N.Zinatelli, P.Cragg, A.Cavaye. Personal computing acceptance factors in small firms: a structural equation model. MIS Quarterly. 1997: 279~302.
33 V. Venkatesh and F. D. Davis. A Theoretical Extension of the Technology Acceptance Model: Four Longitudinal Field Studies. Management Science.2000,46(2):186~204
34 Davis, F. D. Perceived Usefulness, Perceived Ease of Use and User Acceptance of Information Technology. MIS Quarterly.1989,(9): 319~340
35鲁耀斌,徐红梅.技术接受模型及其相关理论的比较研究.科技进步与对策.2003:176~178
36 Markus ML. Toward a’Critical Mass’Theory of Interactive Media. Commun Res.1987,(14):491~511
37高海霞.消费者的感知风险及减少风险行为的研究.浙江大学博士学位论文.2003:13~20
38 Featherman M. S. & Pavlou P. A. Predicting E-service Adoption: A Perceived Risk Facets Perspective. Int J Human-Computer Studies. 2003, (59): 451~474
39 Fishbein M, Ajzen I Belief, Attitude, Intention, and Behavior: an Introduction to Theory and Research. Addison~Wesley.1975:78~85
40 J.Hair, R.Anderson, R.Tatham, W.C.Black. Multivariate Data Analysis. The
5th Edition. Upper Saddle River, Prentice~Hall, 1998: 182~232.
41张文彤. SPSSII统计分析教程(高级篇).北京希望电子出版社. 2002: 190~232
42曾五一,黄炳艺.调查问卷的可信度和有效度分析.统计与信息论坛. 2005, 20(6):11~15.
43胡玲. B2C电子商务环境下表征缺陷对购买意愿的影响分析.哈尔滨工业大学硕士学位论文.2007:28~43
44李建宁.结构方程模型导论.安徽大学出版社. 2004:89~99
45候杰泰.为何需要结构方程模式及如何建立潜伏变项?教育研究学报(香港). 1994,(1):78~81
46张建平.一种新的统计方法和研究思路——结构方程建模述评.心理学报.1993,(1):32~35
47 Steiger J. H. Structure Model Evaluation and Modification: An Interval Estimation Approach. Multivariate Behavioral Research. 1990,(25):173~180
48方平,熊端琴,蔡红.结构方程在心理学研究中的应用.心理科学. 2001, 24(4): 406~408
49张蜀林,张庆林.验证性因素分析模型及其在研究中的应用.心理学动态. 1995, 3(1): 28~33
50 Rudolf Vetschera, Gregory Kersten, Sabine Koeszegi. User Assessment of Internet~Based Negotiation Support Systems: An Exploratory Study. Journal of Organizational Computing and ElectronicCommerce. 2006,16(2),123~148
51 Lee KC, Kang I et al. Exploring the User Interface of Negotiation Support Systems from the User Acceptance Perspective. Comput Hum Behav. 2007:220~230
52 Vetschera R, Kersten G, Koeszegi S. User Assessment of Internet~based Negotiation Support Systems: an Exploratory Study. J Org Comput Electr Comm. 2006,16(2):123~148