【摘要】 以移动互联网营销中主动式推荐信息为对象,探索用户对主动式推荐信息接受意愿的影响因素。基于移动互联网主动式推荐信息的实际情况和心理抗拒理论,构建了心理抗拒影响因素通过心理抗拒影响接受意愿的概念模型。以情景实验的方式收集了264份有效问卷,并利用结构方程模型对假设进行了检验。研究结果表明:用户对移动互联网主动式推荐信息的接受意愿受到心理抗拒的影响,而后者又会受到信息、情境和受众三个方面因素的影响。更多还原

【Abstract】 Taking mobile Internet proactive recommendation services as the research subject,influencing factors that cause users’ psychological resistance to recommendation services in mobile Internet marketing is explored.According to the situation of the services and psychological resistance theory,a theoretical model about factors which would affect users’ psychological resistance and acceptance intention to mobile Internet proactive recommendation services is constructed. 264 valid questionnaires are collected based on context experiment; the model is tested by structural equation model. The result reveals that users’ acceptance intention to mobile Internet proactive recommendation services has negative correlation with their psychological resistance emotion,and the later is influenced by information factor,context factor and acceptor factor. The study provides some references for enterprises in reasonably designing mobile Internet active recommendation system,reducing the mobile marketing costs,and improving consumer acceptance.更多还原