【摘要】 文章基于农业信息化和现代化的现实背景,将顾客满意度作为一种动态指标运用到农民移动信息服务的研究领域中,探索了其在农民移动信息服务的采纳与持续使用中所扮演的中介作用,采用信息质量作为该中介环节的调节变量予以进一步阐释。以江苏省939个样本为研究对象,对一个较为复杂的包含中介变量的调节效应模型进行验证。研究发现:第一,顾客满意度作为移动信息服务质量评价指标,在农村移动信息服务感知价值与使用行为关系中发挥着完全中介作用;第二,信息质量在移动信息服务的感知价值和顾客满意度的关系中起着正向的调节关系,即信息质量越高,移动信息服务的感知价值对顾客满意度的影响程度越强;第三,信息质量在顾客满意度与使用行为之间的调节作用并不显著,表明顾客满意度与使用行为的关系有一定的刚性特征,两者之间的关系方向和关系强度不受外部信息消费环境的影响。更多还原

【Abstract】 With the development of informatization and modernization, customer satisfaction index has been regarded as a dynamic source in the use of mobile information service and information quality has been regarded as a moderating source. A complicated mediating model including moderating factors was put forward. Based on information quality theory and customer satisfaction index(CSI) theory, the relationship between perceived value and CSI and CSI on repeat use were checked. Questionnaire surveys were conducted on 1200 farmers mainly located in Jiangsu Province and finally received 939 valid samples. The results are as follows:1) CSI plays a complete mediating role on the relationship between perceived value and repeat use; 2) Information quality has an active moderating effect between perceived value and CSI and no moderating effect between CSI and repeat use. It shows that CSI and repeat use have a rigid relationship characteristics.更多还原