摘要
分析移动社区用户参与行为的影响因素,建立影响因素模型。以移动社区用户为调查对象,共收集278份有效问卷。数据分析表明,感知有用性和移动社区质量对移动社区信任有显著正向影响,进而对用户参与移动社区有显著正向影响。感知成本和感知风险对移动社区信任有显著负向影响,进而负向影响用户参与移动社区的行为。最后指出模型对发展移动社区的应用启示。
This paper analyzes the behavior of mobile users when participating in community, and establishes a model of factors affecting it. Taking users of mobile eommunity as the survey, a total of 278 valid questionnaires were collected. Perceived usefulness and quality of the mobile community not only directly affect positively mobile community trust, but also indirectly influenced positively participation behavior in mobile commnnity. Pereeived costs and perceived risk not only directly affect negatively mobile community trust, but also indirectly influenced negatively participation behavior in mobile community. Finally, the paper argues the application inspiration of the model.
出处
《科技管理研究》
CSSCI
北大核心
2013年第3期224-228,共5页
Science and Technology Management Research
基金
国家自然科学基金项目"消费者信任转移机理研究-从电子商务到移动商务"(70971049)
浙江省社科联课题"移动中的消费者行为研究-在浙江省的调查与分析"(2009N20)
关键词
移动社区
用户参与
感知风险
移动社区质量
mobile eomnmnity
user participation
perceived risk
mobile community quality
