基于感知价值的移动商务用户接受行为研究

用户接受移动服务是企业成功实施移动商务的首要一步。已有研究往往基于TAM(技术接受模型)来解释用户对移动商务的接受行为,而忽视了使用成本、娱乐体验、社会评价等因素对用户行为的影响。基于感知价值理论,考察了作为二阶因子的感知价值(包括金融价值、质量价值、情感价值、社会价值四个维度)对用户接受行为的影响。研究结果表明,感知价值显著影响信任和满意度,并进而决定用户行为动机。在影响感知价值的四个维度中,社会价值的作用相对较大,而金融价值的作用最小。

User's Acceptance of Mobile Commerce Based on Perceived Value

Users' acceptance of mobile service is the first step for enterprises to successfully implement mobile commerce. Extant research has always explained users' acceptance of mobile commerce based on TAM and neglected the impact of usage cost, enjoyment and social evaluation on users' behavior. Based on the theory of perceived value, this paper examines the impact of perceived value as a second-order factor on users' acceptance behavior, which includes four dimensions: financial value, quality value, emotional value and social value. Results show that perceived value strongly affects trust and satisfaction, further determining users' behavioral intention. Among the four dimensions, social value has a relatively larger effect and the financial value makes the weaker effect.