摘要
近年来移动通信技术在我国发展迅速,基于移动通信技术的移动商务在许多领域逐渐得到应用。在新农村建设和发展农村信息化的背景下,农村移动服务的应用也开始起步。移动服务在农村的应用有助于推进我国信息化进程,特别是促进农村信息化的发展。发展农村移动服务需要深入分析农村用户需求和行为特征,研究如何有效利用移动服务的优势开发和推广适合我国农村地区的移动商务模式。
本文首先进行了文献回顾和分析,对以往移动商务接受研究的理论模型进行了分类,并对移动商务接受研究中模型的运用方式也进行了归纳。移动商务接受研究的相关理论模型有理性行为理论、计划行为理论、创新扩散理论、技术接受及其扩展模型、任务技术匹配理论等,在模型的运用方式上有单一理论模型、使用基于两种及更多理论模型的综合模型、分别使用几种不同理论模型进行比较研究、创立新的研究模型等。在研究综述和对农村移动服务特征分析的基础上,本研究基于技术接受、创新扩散和任务技术匹配等相关理论,对技术接受和使用整合模型(UTAUT)进行了修正,结合使用成本以及对移动服务的信任和满意等因素提出了农村移动服务用户接受的整合研究模型用于分析研究农村移动服务用户接受的行为。
本研究通过对现状的调查和数据的分析发现当前我国农村信息化已经取得了一些建设成果,但还存在许多突出的问题。信息技术应用对于农业生产效益的提高应该具有非常重要的促进作用,然而本研究基于农业生产函数模型对近几年农村信息化投入以及农业产出的面板数据进行的实证研究的结论却表明当前农村信息化投入并没有对农业产出的提高产生显著的作用。论文进一步分析了导致这一结果的原因,认为这是当前农村信息化发展进程中用户的实际接受和使用等方面所存在的问题造成的,进而论文根据移动技术的优势和农村用户的特点,从技术和经济等方面分析了开展农村移动服务的可行性。
通过对现状的调查和案例分析,本研究比较了目前我国农村移动商务领域的两大移动应用品牌即中国移动“农信通”和中国联通“农业新时空”。案例分析发现“农信通”用户群体广泛,深入基层为农村信息流通提供服务,而“农业新时空”则更加注重商务应用方向的发展。在此基础上,论文基于任务技术匹配理论研究思路对农村移动商务技术与农业生产经营过程的匹配情况进行了分析研究,分析结果显示农村移动商务技术对于农业生产经营活动的全过程可以起到良好的支持作用,同时也与农村用户特征相符合,可以为促进农业生产效益的提高发挥重要作用。
论文基于问卷调查数据运用结构方程模型方法对农村移动信息服务接受的实证分析结果表明农村用户对于农村移动信息服务的行为意向受到使用农村移动信息服务的社会影响和努力期望(易用性)以及感知到对移动服务提供商的满意度等因素直接的正向影响,而绩效期望、信任和努力期望等因素又通过影响满意度这一中介变量进而影响到消费者的接受意向;用户的使用行为受到行为意向、感知的满意和使用的便利条件的正向影响,而成本因素是阻碍用户使用的一个重要因素。
结合移动技术的特点和农村用户的实际需求,论文进一步提出了适合我国农村特点的农村移动服务的几种商业模式,包括农村移动信息服务模式、农村移动营销模式和农村移动交易模式,并对这几种农村移动服务商业模式进行了进一步的分析探讨。在上述分析研究的基础上,论文最后提出了为促进农村移动服务发展各级政府和企业需要积极采取相关对策措施,为政府和企业提供策略上的参考。
Recent years, mobile teleconmunicatin was devoping very fast in China, mobile business based mobile telecommunication technology was applicated in many areas. In constructing the Socialist New Countryside and rural informationizing, rural mobile business started to applicate. Applicating rural mobile business will accelerate rural informationizing. A lot of questions need to be answered in Rural mobile business developing, such as what is the characteristic of rural users’needs and behaviors, how to utilize the advantiges of mobile business in rural area, which mobile business models suit for rural China and how can they spread. This dissertation studies mobile business application in rural China based on a series of empirical studies and case studies.
This thesis reviewed the literatures of mobile business acceptance and classified their theory model. The basis theory models in mobile bsiness acceotance researches were TRA (Theory of Reasoned Action), TPB (Theory of Planned Behavior), IDT (Inovation diffusion Theory), TAM (Technology Acceptacne Model) and TTF (Task-Technology Fit). An adoption model of Rural Mobile Business is constructed on the basis of previous acceptance research of mobile business and information technology. Based TAM, IDT and TTF, the rural mobile business acceptance model integrated the main construsts of UTAUT, cost of use, perceived trust and satisfaction with the mobile business services providers.
Despite of some progresss has been made in Rural Infomationizing, there are many questions, such as modern information technologies still don’t become the main source of rural and agricultural information and construct of the rural information infrastructure is laggard. Information can promote the efficiency and benefit of agriculture produce process. But the empirical study result of agriculture production function based panel data showed that the input of informationizaiotn didn’t promote the agricultural output significantly in recent years. With the advantage of mobility, conwenience and flexibility the mobile communication technology should promote the performance of agricultural output.
There were two main rural mobile business application brands in China,China Mobile“Agritultural Information Connection”and China Unicom“Agricultural New Space Time”. They provided abundant information services in rural China.“Agritultural Information Connection”had more users and“Agricultural New Space Time”pay more attention to business application. By analysing based Task-Technology Fit, rural mobile business technology can support the whole process of agricultural production and promote the performance of agriculture.
The mobile information service was one of the most widely used mobile applications. The results of empirical study based SEM(Structured Equation Modeling) with questionnaire data showed that the social influences, effort expectation(ease of use) and perceived satisfaction of the mobile service provider significantly affect the rural users’behaviour intention of rural mobile information service directly; the effect of performance expectation(usefulness), trust and ease of use to intention via the medirator satisfaction; behavior of use positively impact by intention, satisfaction and facility conditions; the cost of use was a drawback factor for use.
This research proposed three business models of rural mobile business combined mobile technology with real need of rural users. They are rural mobile information service model, rural mobile marketing model and rural mobile transaction model. Rural mobile information service model provide abundant information related to rural production and daily life in time; rural mobile marketing model support the marketing activities aim to get more rural users and market share; rural mobile traansaction model help to buy and sell agricultural product, agricultural means of production and consumer goods. Government at all levels and enterpeises shoud take certain policies to promote more rural mobile business services are provided and more users adopt rural mobile business services.
引文
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