随着移动互联技术的发展,消费者利用智能手机或平板电脑上网购物更加便捷。研究在UTUAT模型的基础上引入其他阻碍因素,利用收集到的广州地区80后出生的Y代消费者使用智能手机上网购物意愿的238份问卷调查数据,探讨期望感知、便利条件、社会影响、使用情境、安全风险、隐私风险与成本因素等对使用智能手机上网购物的影响。结果表明:期望感知、安全风险和成本因素三个变量显著影响了现阶段消费者手机购物的使用意愿,而社会影响、使用情境、便利条件和隐私风险则没有显著的影响。
Abstract
With the development of mobile Internet technology,mobile shopping are becoming more and more popular. Based on the model of UTUAT, this paper introduces other interrupting factors. By analyzing the 238 questionnaires collected, this articlediscusses the influence on mobile internet shopping intent of generation Y consumers born after 1980s in Guangzhou of the variables like perceived expectations, convenient conditions, social impact, the situation of mobile use, security risks, privacy risks and costs.The results showed that "perceived expectations", "security risk" and "cost factor"significantly affect the generation Y consumers' willingness to use mobile shopping, "social impact", "usage scenarios", "favorable conditions" and privacy risk" have no significant relationship with consumers mobile shopping intention in Guangzhou.
关键词
移动网络购物 /
智能手机 /
UTAUT模型 /
Y代消费者 /
广州
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Key words
mobile shopping /
smart phone /
UTAUT models /
generation Y consumers /
Guangzhou
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脚注
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基金
广东省哲学社会科学项目(GD11XYJ17)
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