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论文编号：	4420
作者编号：	2120102315
上传时间：	2012/6/8 15:12:59
中文题目：	手机浏览器使用意愿影响因素研究
英文题目：	Research on Factors Affecting Consumption Intention of
指导老师：	李桂华
中文关键字：	手机浏览器， 使用意愿 ， 技术接受模型 ，统一的技术接受和使用模型
英文关键字：	mobile browser, consumption intention, TAM model, UTAUT model
中文摘要：	随着移动互联网的蓬勃发展，手机浏览器作为移动互联网入口级应用的作用日益凸显出来。使用手机浏览器上网能够突破时间和地点的限制，给用户上网带来了极大的便利性。根据中国互联网信息中心（CNNIC）的统计数据，截至2011年6月，中国手机网民规模已经达到3.18亿人，手机浏览器用户规模为2.15亿，占手机网民的比例达到67.6%。到目前为止对手机浏览器的研究主要从三个方面展开：一是手机浏览器的概述性研究；二是从技术角度研究手机浏览器；三是手机浏览器的用户行为和特点研究。然而，从消费者行为角度展开的研究较少。随着手机浏览器的发展，出现了产品同质化、响应速度慢等问题。了解用户需求，根据用户需求开发手机浏览器并针对性地开展营销推广活动，是手机浏览器取得成功的关键。因此，本文从消费者行为角度研究手机浏览器，探讨影响手机浏览器使用意愿的影响因素。本研究回顾了大量的国内外文献，在技术接受模型和UTAUT模型的基础上，结合动机理论，并借鉴其他消费者行为理论的合理成分，构建了本文的概念模型，提出了6个主要的手机浏览器使用意愿影响因素：感知有用性、感知易用性、感知娱乐性、态度、社会影响和便利条件。在实证研究中，运用SPSS19.0对样本数据进行相关分析和回归分析，研究结果显示，感知有用性、感知易用性、感知娱乐性通过影响态度间接地对手机浏览器的使用意愿产生影响；态度、社会影响、便利条件对手机浏览器的使用意愿有显著地正向影响，其中，态度对使用意愿的影响最大，其次为便利条件，社会影响的作用最小。
英文摘要：	With the vigorous development of the mobile Internet, mobile browser has become increasingly prominent as an entry-level application of mobile Internet. Using mobile browser for surfing brings Net citizens great convenience because of the advantages of independent of time and space. According to the data published by CNNIC, China’s total mobile Net citizens have reached 318 million, mobile browser user have reached 215 million, which account for 67.6% of mobile Net citizens. By now, researches on mobile are mainly carried out from three aspects: one is overviews of the mobile browser; two is mobile browser from a technical perspective; three is researches on users’ behavior and characteristics of the mobile browser user. While, there are few studies from the perspective of consumer behavior. With the development of mobile browser, some problems have emerged, such as product homogeneity and slow reaction speed. It’s very important to understand the needs of users and carry out marketing activities on the basis of users’ needs. Therefore, the thesis will carry out research on mobile browser consumption intention , which aims to explore the factors that influence consumers’ intentions. The author has read a number of domestic and foreign literature. On the basis of TAM model ,UTAUT model , the theory motivation and drawing some reasonable elements of consumer theory, the author put forth a conceptual model and propose six major influencing factors: perceived usefulness, perceived ease of use, perceived playfulness, attitude, social influence and facilitating conditions. After correlation analysis and regression analysis , the results show that perceived usefulness, perceived ease of use and perceived playfulness have significant and a positive impact on attitude, and influence consumption intention indirectly. Attitude, social influence and facilitating conditions have significant influence on consumption intention. Among these factors the most important factor is attitude, then followed facilitating conditions.
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