【作者】 章勤俭；

【导师】 朱艺华；

【作者基本信息】 浙江工业大学 ， 管理科学与工程， 2006， 硕士

【摘要】 移动商务(Mobile—Commerce)是指通过移动便携设备完成商品或服务交易的一种商务活动。无线网络的发展与便携电脑、手机及PDA(Personal Digital Assistant)等移动便携设备的普及为移动商务的实现与发展奠定了坚实的基础。移动商务在未来几年内将呈现飞速发展趋势。目前,“哪些因素影响用户接受移动商务”和“哪些移动商务应用是用户容易接受的”成为提供移动商务服务的商家以及国内外移动商务研究者日益关注的热点问题。 本文主要研究“我国用户接受移动移动商务的影响因素”。首先根据态度-意向-行为理论和TAM(Technological Acceptance Model)模型,结合实际情况,构建用户接受移动商务影响因素的研究模型,然后采用结构方程方法(SEM),通过实例修正了该研究模型,得到了几个主要的影响因素及其相互之间的影响系数。接着,基于所得的影响因素构建评价指标体系,将影响系数经过“归一化”处理后作为权重,采用模糊综合评价法从用户角度对各类移动商务应用进行对比分析,得到适合我国国情的用户容易接受的移动商务的应用类别。最后,提出发展移动商务的一些建议,给出培养用户信任减少用户预感风险的方法。在研究过程中,使用SPSS(11.5版)和ISREL8.7(full版)软件进行数值计算。 本研究结果对我国移动商务的深入发展具有重要的理论价值和现实意义。更多还原

【Abstract】 Generally speaking, mobile commerce (MC) is a business activity finishing goods or services trade through mobile or portable devices. The development of wireless network and popularity of portable computers, mobile phones, and PDAs (Personal Digital Assistant) lay a solid foundation for MC development. MC will be rapidly growing in the near future. At the present time, what factors making consumer accept MC and what MC applications are acceptable by consumers are two of hot issues both for MC providers and for MC researchers.This study focuses mainly on what factors making Chinese consumers accept MC. Based on attitude-intention-active theory and technological acceptance model (TAM) and real data, a model of factors making consumer accept MC is constructed. Then, through real data, this model is improved by structure equation model (SEM) and method. From the improved model, some main factors, which affect consumers to adopt MC, and influence coefficients among them are obtained. Sequently, an index system for evaluating is built from the derived factors. Choosing the factors uniformed as weight and using fuzzy evaluating method, and comparing MC applications from the view of consumers, some MC applications suitable for Chinese users are proposed. Finally, some suggestion for developing MC together with some methods for reducing consumer’s perceived risk and promoting consumers’ trusts are presented. In this study, both the software SPSS and ISREL8.7 (fullversion) are used to calculate some results.The results of this study are significant both in practice and research for further developing MC in China.更多还原