网站互动性的接受研究
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摘要
伴随着互联网技术的飞速发展,网民的数量也不断增多,截至到2009年底中国的网民数量已超过4亿,位居世界首位。随着网络活动的不断增多,对网站的要求也越加苛刻,因此不少网站开始通过搜索引擎等提高自己网站的知名度,但是网站内的一些内容和功能其实是决定网站水平的重要因素,许多网站技术人员凭借自身的技术水平,将网站设计得内容丰富、功能独特。但是随之而来有一个问题,用户对这些设计是怎么想的呢,他们是否认可网站的各项功能,又是什么因素影响着他们的决定呢,就这一问题引出了本文的研究对象和研究目的。
本文以当前最流行的网络技术-网站互动性技术为研究对象,对网站互动性技术进行了深入的解读,并按照Liu2003年提出的网站互动性判别要素对研究对象进行了设计。互动性技术体现在同步性、活动控制和双向交流三个方面,本文分别通过高速稳定的网络带宽、可以为用户试戴手表的虚拟模特和可以进行双向沟通的客户专员来突现互动性的三大要素。
研究中选择了目前技术接受领域得到广泛关注的UTAUT模型对互动性技术进行了接受度的研究。其中,重点研究对绩效的期望、对付出的期望、社会的影响、配合的情况这四个独立变量对使用意愿的影响情况,原有模型中的实际使用并没有在文中加以讨论。
另外,因为想要重点研究人的自身性格对互动性技术接受的影响,原模型中的所有调节变量在本文中也被省略,而是选定人格特性作为调节变量。这里我们选择了人格特性的五大要素进行独立的测量和检验,选定这一变量的原因是,目前有关人格特性对技术接受的影响的研究很少,而且还没有得到统一的结论；另外通过研究人格特性这一个体差异的主要因素,能够进一步了解人的自身因素是怎么影响技术的接受的,这样可以为商家提供客户分类营销的理论依据。
对模型的测定,我们主要是对UTAUT模型中影响技术接受的四个独立变量对绩效的期望、对付出的期望、社会的影响、配合的情况进行直接效应的检验,同时也对人格特性进行调节效应的检验,我们应用了分阶段的回归分析,先对模型中的主效应关系模型进行检验,然后在此模型基础上分别增加人格特性的五大变量进行新阶段模型的检样。研究结果表明对绩效的期望和对付出的期望对网站互动性技术的使用意愿起到了正向的影响作用,而社会的影响和配合情况在网站互动性技术接受的背景下没有显著的影响；另外,通过测量,我们发现人格特性的五大变量对主效应并没有显著的调节作用。
With rapid development of Internet, the number of Internet users is increasing gradually. The number in China was over 400 million at the end of 2009, ranked No.l in the world. Internet activities are getting more and more, so the requirements to the website are getting stricter. Many websites are increasing their popularity through search engine. They ignored that contents and functions are essential of a website. Many website technicians made website rich and special with their skills. But some questions are out:how do users think about these designs? Do they recognize the functions of website? What items are affecting their decision?
This paper, taking the most popular network technology and web-interactive technology as research background, deeply interpret the web-interactive technology and select research objects according to the most authoritative identification methods. Web-interactive technology embodied in three aspects:synchronization, activity control and two-way communications. These three aspects are reflected through High-speed and stable network bandwidth, virtual model to try on watches for users, specialist for two-way communications.
This research analyses the acceptance of web-interactive technology with UTAUT model, the newest, most comprehensive and explanatory method. The impacts on behavior intention from performance expectancy, effect expectancy, social influence, facilitating conditions are the very point of this research. Actual use of the existing model is not discussed in the paper. Besides, all the control variables of the original model have been omitted here. Personality is chosen as research variables. We have chosen the five items of personality for independent measurement and test. There are a few current researches on personality and the conclusions have not been uniform. So research on personality, the main factor that individual differences, can let us understand how human factors influence their acceptance of technology further, and provide theoretical basis for customer segmentation marketing.
In the model, we mainly focused on testing moderator to personality. We test the impact of the five items with hierarchy regression analysis. We also test the main impact in the original UTAUT model with hierarchy regression analysis. The conclusion is that, performance expectancy and effect expectancy have positive impact on behavior intention, social influence and facilitating conditions have no significant effect on the background of acceptance of Web-interactive technology. Besides, moderator has no significant effect in our test.
本文以当前最流行的网络技术-网站互动性技术为研究对象,对网站互动性技术进行了深入的解读,并按照Liu2003年提出的网站互动性判别要素对研究对象进行了设计。互动性技术体现在同步性、活动控制和双向交流三个方面,本文分别通过高速稳定的网络带宽、可以为用户试戴手表的虚拟模特和可以进行双向沟通的客户专员来突现互动性的三大要素。
研究中选择了目前技术接受领域得到广泛关注的UTAUT模型对互动性技术进行了接受度的研究。其中,重点研究对绩效的期望、对付出的期望、社会的影响、配合的情况这四个独立变量对使用意愿的影响情况,原有模型中的实际使用并没有在文中加以讨论。
另外,因为想要重点研究人的自身性格对互动性技术接受的影响,原模型中的所有调节变量在本文中也被省略,而是选定人格特性作为调节变量。这里我们选择了人格特性的五大要素进行独立的测量和检验,选定这一变量的原因是,目前有关人格特性对技术接受的影响的研究很少,而且还没有得到统一的结论；另外通过研究人格特性这一个体差异的主要因素,能够进一步了解人的自身因素是怎么影响技术的接受的,这样可以为商家提供客户分类营销的理论依据。
对模型的测定,我们主要是对UTAUT模型中影响技术接受的四个独立变量对绩效的期望、对付出的期望、社会的影响、配合的情况进行直接效应的检验,同时也对人格特性进行调节效应的检验,我们应用了分阶段的回归分析,先对模型中的主效应关系模型进行检验,然后在此模型基础上分别增加人格特性的五大变量进行新阶段模型的检样。研究结果表明对绩效的期望和对付出的期望对网站互动性技术的使用意愿起到了正向的影响作用,而社会的影响和配合情况在网站互动性技术接受的背景下没有显著的影响；另外,通过测量,我们发现人格特性的五大变量对主效应并没有显著的调节作用。
With rapid development of Internet, the number of Internet users is increasing gradually. The number in China was over 400 million at the end of 2009, ranked No.l in the world. Internet activities are getting more and more, so the requirements to the website are getting stricter. Many websites are increasing their popularity through search engine. They ignored that contents and functions are essential of a website. Many website technicians made website rich and special with their skills. But some questions are out:how do users think about these designs? Do they recognize the functions of website? What items are affecting their decision?
This paper, taking the most popular network technology and web-interactive technology as research background, deeply interpret the web-interactive technology and select research objects according to the most authoritative identification methods. Web-interactive technology embodied in three aspects:synchronization, activity control and two-way communications. These three aspects are reflected through High-speed and stable network bandwidth, virtual model to try on watches for users, specialist for two-way communications.
This research analyses the acceptance of web-interactive technology with UTAUT model, the newest, most comprehensive and explanatory method. The impacts on behavior intention from performance expectancy, effect expectancy, social influence, facilitating conditions are the very point of this research. Actual use of the existing model is not discussed in the paper. Besides, all the control variables of the original model have been omitted here. Personality is chosen as research variables. We have chosen the five items of personality for independent measurement and test. There are a few current researches on personality and the conclusions have not been uniform. So research on personality, the main factor that individual differences, can let us understand how human factors influence their acceptance of technology further, and provide theoretical basis for customer segmentation marketing.
In the model, we mainly focused on testing moderator to personality. We test the impact of the five items with hierarchy regression analysis. We also test the main impact in the original UTAUT model with hierarchy regression analysis. The conclusion is that, performance expectancy and effect expectancy have positive impact on behavior intention, social influence and facilitating conditions have no significant effect on the background of acceptance of Web-interactive technology. Besides, moderator has no significant effect in our test.
引文
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[2]Al-Gahtani, S.S. Computer Technology Acceptance Success Factors in Saudi Arabia:An Exploratory Study. Journal of Global Information Technology Management,2004,7(1),5-29
[3]Citrin, A.V., Sprott, D.E., Silverman, S.N., and Sterm Jr., D.E. Adoption of Internet Shopping:The Role of Consumer Innovativeness. Industrial Management & Data Systems,2000,100(7),294-300
[4]Compeau, D.R., and Higgins, C.A. Application of Social Cognitive Theory to Training for Computer Skills.Information Systems Research,1995,6(2),118-143
[5]Compeau, D.R., Higgins, C.A., and Huff, S. Social Cognitive Theory and Individual Reactions to Computing Technology:A Longitudinal Study. MIS Quarterly,1999,23(2),145-158
[6]Davis, F.D. Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology.MIS Quarterly,1989,13(3),319-340
[7]Eastlick, M.A., and Lotz, S. Profiling Potential Adopters and Non-Adopters of an Interactive Electronic Shopping Medium. International Journal of Retail & Distribution Management,1999, 27(6),209-223
[8]Ewusi-Mensah, K., and Przasnyski, Z.H. On Information Systems Project Adandonment:An Exploratory Study of Organizational Practices. MIS Quarterly,1991,15(1),67-85
[9]Gatignon, H., and Robertson, T.S. A Propositional Inventory for New Diffusion Research. Journal of Consumer Research,1985, (11),849-867
[10]Goldsmith, R.E. Explaining and Predicting Consumer Intention to Purchase Over the Internet:An Exploratory Study.Journal of Marketing Theory and Practice,2002,10(2),22-28
[11]Goodhue, D.L., and Thompson, R.L. Task-Technology Fit and Individual Performance.MIS Quarterly,1995,19(2),213-236
[12]Hair, J.F., Anderson, R.E., Tatham, R.L., and Black, W.C. Multivariate Data Analysis, (5th ed.) Prentice-Hall.Upper Saddle River, NJ,1998
[13]Hirschheim, R.A. The Effect of A Priori Views on the Social Implications on Computing:The Case of Office Automation. Computing Surveys,1986,18(2),165-195
[14]Jackson, D.N. Jackson Personality Inventory Manual Research Psychologists Press, Inc.,Goshen, New York,1976
[15]Lee, Y., Kozar, K.A., and Larsen, K.R.T. The Technology Acceptance Model:Past, Present, and Future.Communications of the Association for Information Systems,2003, (12) 752-780
[16]Leonard-Barton, D., and Deschamps, I. Managerial Influence in the Implementation of New Technology.Management Science,1988,34(10),1252-1265
[17]Lewis, W., Agarwal, R., and Sambamurthy, V. Sources of influence on beliefs about information technology use:An empirical study of knowledge workers.MIS Quarterly, Dec 2003,27(4), 657-678
[18]Limayem, M., Khalifa, M., and Frini, A. What Makes Consumers Buy From Internet? A Longitudinal Study of Online Shopping. IEEE Transactions on Systems, Man, and Cybernetics-Part A:Systems and Humans,2000 30(4),421-432
[19]Lu, J., Yu, C.-S., Liu, C., and Yao, J.E. Technology acceptance model for wireless Internet.Internet Research,2003,13(3),206
[20]Thatcher, J.B., and Perrewe, P.L. An empirical examination of individual traits as antecedents to computer anxiety and computer self-efficacy. MIS Quarterly Dec 2002,26(4),381-396
[21]Thompson, R.L., Higgins, C.A., and Howell, J.M. Personal Computing:Toward a Conceptual Model of Utilization. MIS Quarterly,1991,15(1) 125-143
[22]Venkatesh, V., and Davis, F.D. A Theoretical Extension of the Technology Acceptance Model:Four Longitudinal Field Studies.Management Science 2000,45(2) 186-204
[23]Venkatesh, V., Morris, M.G., Davis, G.B., and Davis, F.D. User Acceptance of Information Technology:Toward a Unified View. MIS Quarterly 2003,27(3),425-478
[24]Woszczynski, A.B.,Roth, P.L., and Segars, A.H. Exploring the theoretical foundations of playfulness in computer interactions.Computers in Human Behavior Jul 2002,18(4),369-388
[25]Ajzen, I. The Theory of Planned Behavior. Organizational Behavior and Human Decision Processes. 1991,50(2),179-211
[26]Bandura, A. Social Foundations of Thought and Action. Englewood Cliffs, NJ:Prentice-Hall. Women, Work and Health:Stress and Opportunities (Eds),1986,111-136
[27]Coyle, James R. and Esther Thorson, The Effects of Progressive Levels of Interactivity and Vividness in Web Marketing Sites, Journal of Advertising,2001,30 (3),65-77
[28]Davis F. D. Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology. MIS Quarterly, September 1989,319-340
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