微博客用户接受模型及实证研究
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摘要
Web2.0时代,互联网成为了一个人人参与、共同构建的平台,随着用户参与程度越来越高、网站平台化越来越凸显,出现了更多个性化的信息表现形式和更丰富的交互功能。Web2.0时代的网络形式改变了信息传播方式和人际沟通方式,近几年快速发展起来的微博客就是这方面的代表。微博客自问世以来发展迅速,世界首个微博客Twitter在全球已拥有2亿用户,我国微博用户也已经突破3亿。微博客以其特有的实时性、社会性、互动性和便捷性受到用户的欢迎,渗透到社会的方方面面,深刻影响了人们的生活。随着微博客的发展,相关研究不断增多,研究微博客用户接受行为可以为微博客研究领域增加新的研究成果,也为现实中微博客的管理和发展提供理论参考。
本研究主要基于技术接受模型研究我国微博客用户接受行为。首先在文献研究和经验观察的基础上提出研究问题。其次重点对国内外微博客研究及用户接受理论研究成果进行详细的研究和综述。第三,分析总结微博客的产品功能、属性、优势及成功原因,并在前期研究基础上选取个人创新性、社会影响、信任和感知风险因素加入技术接受模型,提出因素间的假设关系,构建理论模型。第四,运用社会调查方法收集数据,利用SPSS19.0v、Amos17.0v软件进行数据处理和分析,采用结构方程模型验证假设关系,得出研究结论。
本研究主要研究成果如下：
(1)广泛地收集整理了国内外微博客研究的文献成果,将其按传播机制研究、营销研究、用户行为研究进行总结。同时,结合经验观察并借鉴前人研究成果,对微博客的产品属性、产品优势、成功原因进行分析。
(2)基于TAM模型,构建了微博客用户接受行为理论模型。本研究在TAM模型感知有用性、感知易用性、行为意愿三个核心变量的基础上,加入个人创新性、社会影响、信任、感知风险四个外部变量,并提出了变量之间的假设关系,构建理论模型。模型中,个人创新性会正向影响感知有用性、感知易用性、行为意愿,社会影响会正向影响感知有用性、行为意向,信任会正向影响行为意愿,感知风险会反向影响行为意愿,感知易用性会正向影响感知有用性,感知易用性、感知有用性会正向影响行为意愿。
(3)基于理论模型,进行实证分析,验证了模型中的假设关系。本研究在理论模型的基础上,设计各因素测量量表,并通过信度和效度检验。利用结构方程模型,验证模型中假设关系。最终发现,个人创新性、感知有用性和社会影响对行为意愿有正向影响,感知易用性、感知风险和信任对行为意愿没有显著影响,其中个人创新性对行为意愿的影响最大、影响系数为0.331,感知有用性次之、影响系数为0.321,社会影响的影响系数相对较小、为0.257。个人创新性对感知易用性和感知有用性有正向影响,且对感知易用性的影响较大、影响系数为0.438,对感知有用性的影响系数为0.300。感知易用性对感知有用性有正向显著影响,影响系数为0.404。社会影响对感知有用性没有显著影响。
Web2.0 era, the Internet has become a platform that everyone can be involved and express. With more and more the user participation, there are more personalized information and more abundant interactive function. The Web2.0 network has changed the way of information spreading and interpersonal communication. Micro-Blogging that develops rapidly in recent years is representative. Nowadays, the world's first Micro-Blogging Twitter users have reached 200 million globally; in domestic, Micro-Blogging users have exceeded 300 million. Micro-Blogging is popular with users because of its unique characteristics including real-time, social, interaction and convenience, and has a great influence on people's life. Along with the development of the Micro-Blogging, the relevant study has increased. Research on Micro-Blogging user acceptance behavior can not only provide more theoretical results, but also provide theoretical guidance for Micro-Blogging providers. This research provides theoretical basis and practical instruction for Micro-Blogging service provider to understand user behavior.
This research mainly aims to study Micro-Blogging user acceptance behavior based on Technology Acceptance Model (TAM). The main research content composes of four parts:(1) based on literature research and experience, raise up research question. (2) Review of literature research results about Micro-Blogging and user acceptance behavior in home and aboard. (3) Analyze the product attributes, product advantage, and successful reason of Micro-Blogging and through researching on users acceptance theories, establish theoretical model of Micro-Blogging user acceptance behavior, adding Personal Innovativeness, Social Influence, Perceived Risk, Trust factor as exogenous variable, and raise up hypothesis relations among the factors. (4) Develop scale and verify its reliability and validity, and adopt Structure Equation Model (SEM) to verify hypothesis relation of the model.
There are mainly three research results from theoretic study and empirical analysis:
Firstly, widely review the literature of Micro-Blogging research at home and abroad. And summary the literature results from the view of mechanism of communication, marketing research and user behavior research. At the same time, analyze the product attributes, product advantage, and successful reason of Micro-Blogging.
Secondly, based on analysis of Micro-Blogging and literature research, establish theoretical model of Micro-Blogging user Acceptance behavior. Choose Personal Innovativeness, Social Influence, Perceived Risk, Trust factor as exogenous variable adding to TAM and raise hypothesis relations among these factors.
Thirdly, based on theoretical model, research Micro-Blogging of user acceptance model empirically. Develop the scale of factors, and verify reliability and validity. Then adopt Structure Equation Model to verify theoretical model. The result of Structural Equation Model shows that Personal Innovativeness, Perceived Usefulness and Social Influence positively influence Behavior Intention, with coefficient being 0.331, 0.321 and 0.257 respectively; Perceived Ease of Use, Perceived Risk and Trust have no influence on Behavior Intention. Personal Innovativeness positively influence on Perceived Ease of Use and Perceived Usefulness, with coefficient being 0.438 and 0.300 respectively. Perceived Ease of Use positively influence on Perceived Usefulness, with coefficient being 0.404. Social Influence has no influence on Perceived Usefulness.
本研究主要基于技术接受模型研究我国微博客用户接受行为。首先在文献研究和经验观察的基础上提出研究问题。其次重点对国内外微博客研究及用户接受理论研究成果进行详细的研究和综述。第三,分析总结微博客的产品功能、属性、优势及成功原因,并在前期研究基础上选取个人创新性、社会影响、信任和感知风险因素加入技术接受模型,提出因素间的假设关系,构建理论模型。第四,运用社会调查方法收集数据,利用SPSS19.0v、Amos17.0v软件进行数据处理和分析,采用结构方程模型验证假设关系,得出研究结论。
本研究主要研究成果如下：
(1)广泛地收集整理了国内外微博客研究的文献成果,将其按传播机制研究、营销研究、用户行为研究进行总结。同时,结合经验观察并借鉴前人研究成果,对微博客的产品属性、产品优势、成功原因进行分析。
(2)基于TAM模型,构建了微博客用户接受行为理论模型。本研究在TAM模型感知有用性、感知易用性、行为意愿三个核心变量的基础上,加入个人创新性、社会影响、信任、感知风险四个外部变量,并提出了变量之间的假设关系,构建理论模型。模型中,个人创新性会正向影响感知有用性、感知易用性、行为意愿,社会影响会正向影响感知有用性、行为意向,信任会正向影响行为意愿,感知风险会反向影响行为意愿,感知易用性会正向影响感知有用性,感知易用性、感知有用性会正向影响行为意愿。
(3)基于理论模型,进行实证分析,验证了模型中的假设关系。本研究在理论模型的基础上,设计各因素测量量表,并通过信度和效度检验。利用结构方程模型,验证模型中假设关系。最终发现,个人创新性、感知有用性和社会影响对行为意愿有正向影响,感知易用性、感知风险和信任对行为意愿没有显著影响,其中个人创新性对行为意愿的影响最大、影响系数为0.331,感知有用性次之、影响系数为0.321,社会影响的影响系数相对较小、为0.257。个人创新性对感知易用性和感知有用性有正向影响,且对感知易用性的影响较大、影响系数为0.438,对感知有用性的影响系数为0.300。感知易用性对感知有用性有正向显著影响,影响系数为0.404。社会影响对感知有用性没有显著影响。
Web2.0 era, the Internet has become a platform that everyone can be involved and express. With more and more the user participation, there are more personalized information and more abundant interactive function. The Web2.0 network has changed the way of information spreading and interpersonal communication. Micro-Blogging that develops rapidly in recent years is representative. Nowadays, the world's first Micro-Blogging Twitter users have reached 200 million globally; in domestic, Micro-Blogging users have exceeded 300 million. Micro-Blogging is popular with users because of its unique characteristics including real-time, social, interaction and convenience, and has a great influence on people's life. Along with the development of the Micro-Blogging, the relevant study has increased. Research on Micro-Blogging user acceptance behavior can not only provide more theoretical results, but also provide theoretical guidance for Micro-Blogging providers. This research provides theoretical basis and practical instruction for Micro-Blogging service provider to understand user behavior.
This research mainly aims to study Micro-Blogging user acceptance behavior based on Technology Acceptance Model (TAM). The main research content composes of four parts:(1) based on literature research and experience, raise up research question. (2) Review of literature research results about Micro-Blogging and user acceptance behavior in home and aboard. (3) Analyze the product attributes, product advantage, and successful reason of Micro-Blogging and through researching on users acceptance theories, establish theoretical model of Micro-Blogging user acceptance behavior, adding Personal Innovativeness, Social Influence, Perceived Risk, Trust factor as exogenous variable, and raise up hypothesis relations among the factors. (4) Develop scale and verify its reliability and validity, and adopt Structure Equation Model (SEM) to verify hypothesis relation of the model.
There are mainly three research results from theoretic study and empirical analysis:
Firstly, widely review the literature of Micro-Blogging research at home and abroad. And summary the literature results from the view of mechanism of communication, marketing research and user behavior research. At the same time, analyze the product attributes, product advantage, and successful reason of Micro-Blogging.
Secondly, based on analysis of Micro-Blogging and literature research, establish theoretical model of Micro-Blogging user Acceptance behavior. Choose Personal Innovativeness, Social Influence, Perceived Risk, Trust factor as exogenous variable adding to TAM and raise hypothesis relations among these factors.
Thirdly, based on theoretical model, research Micro-Blogging of user acceptance model empirically. Develop the scale of factors, and verify reliability and validity. Then adopt Structure Equation Model to verify theoretical model. The result of Structural Equation Model shows that Personal Innovativeness, Perceived Usefulness and Social Influence positively influence Behavior Intention, with coefficient being 0.331, 0.321 and 0.257 respectively; Perceived Ease of Use, Perceived Risk and Trust have no influence on Behavior Intention. Personal Innovativeness positively influence on Perceived Ease of Use and Perceived Usefulness, with coefficient being 0.438 and 0.300 respectively. Perceived Ease of Use positively influence on Perceived Usefulness, with coefficient being 0.404. Social Influence has no influence on Perceived Usefulness.
引文
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