移动服务用户采纳模型及其实证研究
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摘要
随着信息技术的快速发展,移动通信技术已从最初的1G(模拟技术,主要业务为语音通信)发展到2G(数字技术,业务包括语音通信与数据业务),并正向3G过渡。伴随着WAP(Wireless Application Protocol)的应用,手机银行、手机炒股等互联网上的服务(网上银行、网上证券)被移植到手机终端上。移动服务的种类繁多,理解用户为什么会接受移动服务则是移动商务企业关注的焦点。目前国内外研究者对移动商务用户采纳的影响因素进行过大量研究,但对我国移动服务的用户采纳的系统研究并不多见。结合有关移动商务研究课题,本论文将结合用户采纳研究理论,在对企业用户和个人用户分别采集数据的基础上,对我国社会环境和商务环境下的移动商务用户采纳模型进行实证研究。
移动商务的运作涉及资金安全、信息安全、商业秘密等诸多因素,同时移动商务还涉及有用性和易用性等问题,而这些因素和问题会影响企业和客户对移动商务的采纳程度,从而影响移动商务的发展。因此研究在我国的社会环境和商务环境下,何种因素影响了移动商务的采纳,可以为我国移动商务积极、健康和有序的发展提供对策依据。无线网络的产品,都是围绕着移动商务客户的生活方式经验制造出来的,因此客户是移动商务的中心。在产品同质化日趋严重的今天,提供完善、独特的商务服务成为了企业赢得和保留客户的重要手段,而拥有稳定的客户群对企业来说更是非常重要的。信任在用户采纳中的作用非常重要,往往因为缺乏信任用户不愿意在线购买移动服务或者进行移动交易,因此信任是移动商务中交易进行的重要因素。
本文绪论部分首先回顾了移动商务研究的动态,对移动商务的定义和用户采纳研究现状进行了描述,也对用户采纳理论进行了归纳,包括理性行为理论(Theory ofReasoned Action,TRA)、计划行为理论(Theory of Planned Behavior,TPB)、技术接受模型(Technology Acceptance Model,TAM)、创新扩散理论(Innovation DiffusionTheory,IDT)、技术任务匹配理论(Task Technology Fit,TTF)、网络外部性理论(NetworkExternality Theory)、服务质量模型(SERVQUAL Model)等。
在移动商务应用对象的基础上将移动服务分为基于个人的应用和基于企业的应用,并分别以短信服务为研究对象建立个体用户采纳、以移动企业短信服务为对象建立企业采纳模型、以移动微支付服务为对象分析信任对用户采纳的影响,利用结构化方程模型分别对模型进行了实证分析。最后以移动银行服务力对象对比分析结构化方程模型的两种参数估计方法。本文的研究工作集中在以下几个方面:
移动服务种类繁多,按照应用对象分为面向个人的服务和面向企业的服务。面向个人的服务以短信服务为研究对象建立模型,由于是研究个体消费者采纳,而技术接受模型是用来研究个体消费者采纳的典型模型,服务成本则是消费者采纳或者使用服务的主要影响因素之一。此外,短信服务的基本功能之一是使得用户的沟通方式更为便捷,因而网络外部性、沟通的有效性和感知的乐趣也会对用户的采纳行为产生影响。实证研究结果表明,感知的有用性、网络外部性、沟通的有效性、感知的乐趣和服务成本对用户采纳移动短信服务行为有显著的影响作用;
面向企业的服务的消费者是组织,而创新扩散理论适合用来研究组织采纳。此外,企业使用移动服务时,必须考虑到移动服务系统的技术特点与企业任务特点的匹配度,因此,本研究整合了创新扩散理论和技术任务匹配理论来研究企业对移动服务的采纳行为。研究结果表明,相对优势、复杂性、兼容性和技术任务匹配对企业的采纳有显著的影响,整合IDT/TTF的模型比单个模型的解释能力更强。
信任是涉及到交易的服务中的一个重要影响因素,不论是电子商务还是移动商务,信任始终是研究的焦点。以微支付服务为研究对象,通过建立实证模型,分析了信任对用户采纳移动服务的影响,研究结果表明感知的有用性、信任和服务成本对用户采纳移动微支付服务有显著的影响作用。
结构方程模型是实证研究的主要方法,而PLS和Lisrel是结构方程模型的两种主要参数估计方法。以移动银行服务为研究对象建立假设模型,分析感知的有用性、感知的易用性、感知的可靠性和服务成本对用户采纳的影响作用。对比了两种参数估计方法的异同点,并采用了实证数据进行验证。
With the rapid development of information technology, mobile communication technology has transformed from the 1~(st) generation to 2~(nd) generation, and is in the transition to the 3~(rd) generation. In the same time, various Internet business applications have transferred to mobile terminal, such as mobile banking and mobile stock. There are various mobile services. Understanding why people accept mobile services is always the focus of enterprise in mobile environment. Existing literature provides a helpful foundation to understand user adoption of mobile commerce, but few researchers have conducted from the systemic perspective of China's social context and business context. Supported by several research projects of mobile business, this dissertation conducts empirical studies on the factors affecting individual and enterprise users' adoption of mobile services.
The operation of mobile business involves capital security, information security, trade secrets, and many other factors. Meanwhile, mobile commerce also involves the usefulness and ease of use issues, and these factors and issues will affect business and customer acceptance of mobile commerce, thereby affect the development of mobile commerce. Thus, studying what factors affect the acceptance of mobile commerce can provide basis for countermeasures give for the positive, healthy and orderly development of China's mobile business in the country's social environment and business environment. Wireless network products are mobile business customers around the lifestyle created by the experience, so customers are mobile business centre. Since homogenization of products is the increasingly serious problem today, providing comprehensive and unique business services is becoming an important means for enterprises to win the market competition and retain customers, while it is very important for enterprises to have a stable customer base. Furthermore, trust has positive significant impact on user adoption. Often because of the lack of trust, users are unwilling to buy online or mobile services. Thus, for mobile transactions, trust is an important factor.
In the part of introduction, this study first reviewed mobile commerce research status, including the definition of mobile commerce, user adoption of mobile commerce research status, and customer trust in mobile commerce. Then we described the theories of user adoption, including Theory of Reasoned Action (TRA), Theory of Planned Behavior (TPB), Technology Acceptance Model (TAM), Innovation Diffusion Theory, Task Technology Fit Model (TTF), Network Externality, and Service Quality Model (SERVQUAL). In the second chapter, we analyzed the characteristics of mobile commerce, and studied the classification of mobile commerce. Since trust is an important influence for the services involving transactions. Whether in e-commerce or mobile commerce, trust is always the focus of research. Based on Value Focused Thinking (VFT), thus this dissertation constructed a framework of customer trust in mobile commerce. Then this chapter built a total user adoption of mobile commerce research model, studied each issue one by one in the other chapters.
This study focused on the following aspects:
With the wide range of mobile services, we categorize them into individual services and enterprise services based on objects. Personal service is targeted at individual consumers, and technology acceptance model is a typical theory for individual user, also service cost is one of the main factors for a consumer adoption or using services. Accordingly, perceived usefulness, perceived ease of use, and the perceived service cost are basic structural variables to establish the research model. In addition, one of the basic functions of communications services is to allow users more convenient means of communication, thus external network, communication effectiveness and perceived enjoyment will impact users usage behaviors.
Business-oriented service consumers are organizations, and innovation diffusion theory (IDT) is suitable for organizations adoption research. In addition, using mobile services, enterprises must consider the match of characteristics of technology and the characteristics of business tasks. Thus, this dissertation integrated innovation diffusion theory and technology task fit (TTF) model to study enterprise adoption of mobile service. The results showed that relative advantage, complexity, compatibility and the fit of technology and business tasks significantly affect the enterprise adoption of mobile service, and the integration of IDT/TTF model explains more variance than IDT or TTF alone.
Using micro-payment service as research object, we empirically tested the impact of trust on user adoption. The results demonstrated that perceived usefulness, trust and service costs significantly affect user's adoption of Micro-payment services.
Structural equation model (SEM) is the main approach for empirical studies, the PLS and Lisrel structural equation model are the two main types of parameter estimation methods. Taking mobile banking services as research object, we built a model including perceived usefulness, perceived ease of use, perceived credibility and service costs, attitude, and behavior intention. And then we uses empirical data to compare the differences of these two methods of parameter estimation.
移动商务的运作涉及资金安全、信息安全、商业秘密等诸多因素,同时移动商务还涉及有用性和易用性等问题,而这些因素和问题会影响企业和客户对移动商务的采纳程度,从而影响移动商务的发展。因此研究在我国的社会环境和商务环境下,何种因素影响了移动商务的采纳,可以为我国移动商务积极、健康和有序的发展提供对策依据。无线网络的产品,都是围绕着移动商务客户的生活方式经验制造出来的,因此客户是移动商务的中心。在产品同质化日趋严重的今天,提供完善、独特的商务服务成为了企业赢得和保留客户的重要手段,而拥有稳定的客户群对企业来说更是非常重要的。信任在用户采纳中的作用非常重要,往往因为缺乏信任用户不愿意在线购买移动服务或者进行移动交易,因此信任是移动商务中交易进行的重要因素。
本文绪论部分首先回顾了移动商务研究的动态,对移动商务的定义和用户采纳研究现状进行了描述,也对用户采纳理论进行了归纳,包括理性行为理论(Theory ofReasoned Action,TRA)、计划行为理论(Theory of Planned Behavior,TPB)、技术接受模型(Technology Acceptance Model,TAM)、创新扩散理论(Innovation DiffusionTheory,IDT)、技术任务匹配理论(Task Technology Fit,TTF)、网络外部性理论(NetworkExternality Theory)、服务质量模型(SERVQUAL Model)等。
在移动商务应用对象的基础上将移动服务分为基于个人的应用和基于企业的应用,并分别以短信服务为研究对象建立个体用户采纳、以移动企业短信服务为对象建立企业采纳模型、以移动微支付服务为对象分析信任对用户采纳的影响,利用结构化方程模型分别对模型进行了实证分析。最后以移动银行服务力对象对比分析结构化方程模型的两种参数估计方法。本文的研究工作集中在以下几个方面:
移动服务种类繁多,按照应用对象分为面向个人的服务和面向企业的服务。面向个人的服务以短信服务为研究对象建立模型,由于是研究个体消费者采纳,而技术接受模型是用来研究个体消费者采纳的典型模型,服务成本则是消费者采纳或者使用服务的主要影响因素之一。此外,短信服务的基本功能之一是使得用户的沟通方式更为便捷,因而网络外部性、沟通的有效性和感知的乐趣也会对用户的采纳行为产生影响。实证研究结果表明,感知的有用性、网络外部性、沟通的有效性、感知的乐趣和服务成本对用户采纳移动短信服务行为有显著的影响作用;
面向企业的服务的消费者是组织,而创新扩散理论适合用来研究组织采纳。此外,企业使用移动服务时,必须考虑到移动服务系统的技术特点与企业任务特点的匹配度,因此,本研究整合了创新扩散理论和技术任务匹配理论来研究企业对移动服务的采纳行为。研究结果表明,相对优势、复杂性、兼容性和技术任务匹配对企业的采纳有显著的影响,整合IDT/TTF的模型比单个模型的解释能力更强。
信任是涉及到交易的服务中的一个重要影响因素,不论是电子商务还是移动商务,信任始终是研究的焦点。以微支付服务为研究对象,通过建立实证模型,分析了信任对用户采纳移动服务的影响,研究结果表明感知的有用性、信任和服务成本对用户采纳移动微支付服务有显著的影响作用。
结构方程模型是实证研究的主要方法,而PLS和Lisrel是结构方程模型的两种主要参数估计方法。以移动银行服务为研究对象建立假设模型,分析感知的有用性、感知的易用性、感知的可靠性和服务成本对用户采纳的影响作用。对比了两种参数估计方法的异同点,并采用了实证数据进行验证。
With the rapid development of information technology, mobile communication technology has transformed from the 1~(st) generation to 2~(nd) generation, and is in the transition to the 3~(rd) generation. In the same time, various Internet business applications have transferred to mobile terminal, such as mobile banking and mobile stock. There are various mobile services. Understanding why people accept mobile services is always the focus of enterprise in mobile environment. Existing literature provides a helpful foundation to understand user adoption of mobile commerce, but few researchers have conducted from the systemic perspective of China's social context and business context. Supported by several research projects of mobile business, this dissertation conducts empirical studies on the factors affecting individual and enterprise users' adoption of mobile services.
The operation of mobile business involves capital security, information security, trade secrets, and many other factors. Meanwhile, mobile commerce also involves the usefulness and ease of use issues, and these factors and issues will affect business and customer acceptance of mobile commerce, thereby affect the development of mobile commerce. Thus, studying what factors affect the acceptance of mobile commerce can provide basis for countermeasures give for the positive, healthy and orderly development of China's mobile business in the country's social environment and business environment. Wireless network products are mobile business customers around the lifestyle created by the experience, so customers are mobile business centre. Since homogenization of products is the increasingly serious problem today, providing comprehensive and unique business services is becoming an important means for enterprises to win the market competition and retain customers, while it is very important for enterprises to have a stable customer base. Furthermore, trust has positive significant impact on user adoption. Often because of the lack of trust, users are unwilling to buy online or mobile services. Thus, for mobile transactions, trust is an important factor.
In the part of introduction, this study first reviewed mobile commerce research status, including the definition of mobile commerce, user adoption of mobile commerce research status, and customer trust in mobile commerce. Then we described the theories of user adoption, including Theory of Reasoned Action (TRA), Theory of Planned Behavior (TPB), Technology Acceptance Model (TAM), Innovation Diffusion Theory, Task Technology Fit Model (TTF), Network Externality, and Service Quality Model (SERVQUAL). In the second chapter, we analyzed the characteristics of mobile commerce, and studied the classification of mobile commerce. Since trust is an important influence for the services involving transactions. Whether in e-commerce or mobile commerce, trust is always the focus of research. Based on Value Focused Thinking (VFT), thus this dissertation constructed a framework of customer trust in mobile commerce. Then this chapter built a total user adoption of mobile commerce research model, studied each issue one by one in the other chapters.
This study focused on the following aspects:
With the wide range of mobile services, we categorize them into individual services and enterprise services based on objects. Personal service is targeted at individual consumers, and technology acceptance model is a typical theory for individual user, also service cost is one of the main factors for a consumer adoption or using services. Accordingly, perceived usefulness, perceived ease of use, and the perceived service cost are basic structural variables to establish the research model. In addition, one of the basic functions of communications services is to allow users more convenient means of communication, thus external network, communication effectiveness and perceived enjoyment will impact users usage behaviors.
Business-oriented service consumers are organizations, and innovation diffusion theory (IDT) is suitable for organizations adoption research. In addition, using mobile services, enterprises must consider the match of characteristics of technology and the characteristics of business tasks. Thus, this dissertation integrated innovation diffusion theory and technology task fit (TTF) model to study enterprise adoption of mobile service. The results showed that relative advantage, complexity, compatibility and the fit of technology and business tasks significantly affect the enterprise adoption of mobile service, and the integration of IDT/TTF model explains more variance than IDT or TTF alone.
Using micro-payment service as research object, we empirically tested the impact of trust on user adoption. The results demonstrated that perceived usefulness, trust and service costs significantly affect user's adoption of Micro-payment services.
Structural equation model (SEM) is the main approach for empirical studies, the PLS and Lisrel structural equation model are the two main types of parameter estimation methods. Taking mobile banking services as research object, we built a model including perceived usefulness, perceived ease of use, perceived credibility and service costs, attitude, and behavior intention. And then we uses empirical data to compare the differences of these two methods of parameter estimation.
引文
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