申请同济大学工学硕士学位论文


消费者对移动电子商务使用意愿的

影响因素研究

 

培养单位:交通运输工程学院

一级学科:交通运输工程

二级学科:交通运输规划与管理

研 究 生:朱孟金

指导教师:陈川 副教授

二○一二年三月

 

A dissertation submitted to

Tongji University in conformity with the requirements for

the degree of Master of Engineering

An Empirical Research on the Determinants of

Consumers Intention on Mobile Commerce

 

School: School of Transportation Engineering

Discipline: Transportation Engineering

Major: Transport Planning and Management

Candidate: Zhu Mengjin

Supervisor: Prof. Chen Chuan

March, 2012

 

摘  要

移动电子商务是由电子商务的概念衍生出来,移动电子商务是指通过笔记本电脑、手机、PDA(个人数字助理)等移动终端设备连接到无线互联网上进行通讯、信息获取及交易活动,通过无线互联网实现货币的价值,实现物品和服务的交换。近年来,随着智能手机与无线网络的迅速发展,移动移动电子商务正影响着人们的生活方式和活动行为。

出行者利用智能手机获取基于位置的服务,如周边公交站点、停车位以及即时获取城市道路拥挤情况信息等,已经成为日常交通出行(通勤交通、购物交通、商务交通、旅游交通等)必不可少的一部分。本研究从消费者角的主观态度和意愿出发,试图探讨消费者对移动电子商务的使用意愿的主要影响因素以及因素之间的因果关系。在此基础上,判断移动电子商务对交通信息服务延伸的可行性与现实意义。

本研究应用社会心理学、营销管理学和社会行为学等多学科已有理论,采用问询调查的方法,以深圳市手机使用者为研究对象开展抽样调查。总共获得527份有效问卷,在数据整理和清洗的基础上,对样本进行描述性统计分析以及不同分类群体的方差分析。论文运用Amos18.0 软件构建结构方程模型,依次完成模型的界定、参数估计、模型评价。模型结果表明影响使用意愿的主要因素是使用态度和感知有用性;而影响使用态度的主要因素是移动便利性、感知有用性以及感知服务水平。通过结构方程模型验证了模型建立初引入移动便利性和感知服务水平2 个新变量的实际意义。

智能手机的普及为交通信息综合服务的延伸提供了绝佳的时机,而移动电子商务的发展则提供了良好的平台和条件。本论文调查结果表明出行者对于交通信息的需求在不断提升。对于交通管理和运营方来说,只有不断开创新概念服务模式,才能真正意义上提高出行者使用公共交通的频率,从而提升公共交通分担率。而移动电子商务作为高效、可靠、个性化的信息传播通道,值得深入研究并具体实践。

关键词: 移动电子商务,消费者行为,使用意愿,结构方程模型,交通信息服务

 

ABSTRACT

Mobile commerce derives from e-commerce. Mobile commerce means it can realize communicating, gaining information and exchanging through notebook computers, cell phone, PDA as well as other mobile terminal facilities and meet value implementation and exchanging of service or products by WIFI. With the development of WIFI and Smartphone, mobile commerce is influencing the humans’ life and activites.

 Service for location by Mobile commerce (checking the bus stop nearby,looking for the parking lot and attaining the online transportation congesting condition, etc) has influenced the daily transport behavior of travelers (Commuting traffic, Shopping traffic, Business traffic, Tourism traffic, etc). The paper starting from the consumer angle of subjective attitudes and willingness, attempting to explore the causal relationship between the main factors affecting consumer intention to use. On this basis, determining the feasibility and practical significance of the mobile commerce extension of the traffic information service.

 This study applied social psychology, marketing, management science, and social behavior, such as multi-disciplinary existing theory, using the method of inquiry survey, sampling survey carried out for the study of mobile phone users in Shenzhen City. Received total of 527 valid questionnaires, descriptive statistical analysis as well as different groups, analysis of variance on the basis of data sorting and cleaning of the sample. The papers use Amos18.0 software to construct the structural equation model Through the analysis of the results of correction model, we conclude the main factors which influence behavior intention and attitude to use and confirm the relative weight of different factors. Model results show that the main factors are the attitude to use and perceived usefulness; The main factors influence the attitude are mobile convenience, perceived usefulness and perceived service. The structural equation model validate the actual meaning of the new variables, mobile convenience and perceived service, which are added to the model at the beginning of the model-making.

 The prevalence of cell phone provides an opportunity for traffic information service, and Mobile commence is the best platform for developing this kind of service. This paper finds the demand of the service for traffic information is soaring up. In order to improve the using frequency of public transportation, which leads to an increasing share rat of it, traffic managers must create a new concept operating mode. As a highly efficient, reliable and personalized information transmission channel, mobile commence deserves an in-depth research and practice.

Key Words:  mobile commerce, consumer behavior, use intention, structural equation
models