移动商务消费者采纳的影响因素及实证研究
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摘要
互联网的高速发展以及手持设备的迅速普及,使得移动支付、手机上网等业务不再遥不可及,移动商务正逐步走进我们的生活。尽管移动商务还没有像一些学者宣称的那样为大众提供了空前的商业功能,但其确实是下一代计算的主要驱动力量,对很多公司来说也是产生利润的平台。要想在无线技术引领的市场中获得竞争力,企业必须要设计出有效的移动商务策略,而制定成功的策略始于对驱动移动商务因素的清楚认识。
有关消费者采纳移动商务的研究尽管已经出现,但数量仍然比较缺乏,许多问题尚未得到很好解决,需要进一步理论探索。本研究借鉴国外已有的研究成果,在中国文化背景下科学地分析移动商务的影响因素,总结出消费者采纳移动商务的形成机制,对运营商、服务提供商、内容提供商制定正确的营销策略和促进移动商务市场的繁荣发展有一定的意义。
本研究以移动商务的使用者与潜在使用者为研究对象,采用理论分析与实证研究相结合的方法,探讨消费者采纳移动商务的形成机制及影响因素。在文献回顾的基础上,综述了移动商务消费者行为学的相关文献,并整合采纳模型、创新扩散理论与消费者行为学理论提出了移动商务消费者采纳的影响因素模型。实证分析分两阶段进行,第一阶段为探索性分析,主要是通过效度信度分析来筛选量表题目和形成最终问卷；第二阶段是验证性分析,主要是对模型进行结构方程分析,找出影响消费者采纳移动商务的关键变量。利用AMOS 7.0软件对480份有效问卷进行结构方程分析。
本研究的创新点及主要结论如下：
1.建立并实证了移动商务消费者采纳的影响因素模型。
一项新技术能否被用户所采纳?围绕这一主题总也离不开TRA(理性行为理论)、TPB(计划行为理论)和TAM(技术采纳模型)这一相承的脉络。在对现有的移动商务消费者采纳的研究文献中,也多是以这三个采纳模型为基础进行研究的。然而,三个模型单独应用时都有一定的解释能力,不过各自的不足也很明显。由于三个模型间内在的逻辑联系,将三者进行整合在理论上是可行的,一些实证研究表明,模型的整合可以提高解释能力。所以本研究首先以TRA、TPB和TAM模型为基础,构建消费者采纳移动商务的影响因素的初始模型。
移动商务被普遍认为是商业活动中的一项重大技术创新,所以在消费者采纳移动商务的研究中,应考虑到移动商务的创新性。本研究借鉴创新扩散理论中的一些成果,在影响创新扩散的五大特征中,考虑到移动商务的特点,加入了感知风险维度,共六个影响因素,对整合的采纳模型作进一步的扩展和修正。
消费者在选择商品与服务时,会受到消费者自身的一些因素影响。CNNIC的《2008中国互联网络发展状况统计报告》曾提到手机上网的网民中,约有2/3(66.5%)的手机网民都是男性。这一群体中,18-24岁年龄段手机网民偏多,占到手机网民的一半。30岁以上年龄稍微偏大的网民使用手机上网的则较少。这些手机网民分布在各种职业中,在读大学生、工人、专家技术人员和服务业人员是四个主要的群体,分别占到总体的13.8%、12.9%、12.8%和11.7%。这种地域、性别、年龄、学历或社会地位的差异均可为移动商务的研究提供参考,除此之外,很多消费者内在的因素也会对消费行为产生影响,如消费者不同的价值观,不同的生活方式等。所以,本研究在对移动商务影响因素的研究中,又借鉴了消费者行为学和消费者心理学中的一些成果。整合以上三种理论,构建了移动商务消费者采纳的影响因素模型。
从己有的研究来看,把三个理论的主要关系和变量完整地整合成一个模型,在研究中非常少见；而且在对现有的移动商务研究的文献检索中,没有发现采用创新扩散理论和消费者行为学对移动商务采纳行为进行研究的先例。因此从这个两个意义上来说,本研究采用的“结合TRA、TPB和TAM模型、创新扩散理论和消费者行为学”的路线具有创新意义。
2.揭示了移动商务消费者行为的特殊性。可观察性、介入程度等这些被已往研究证明是显著影响消费者行为的因素,并没有显示出对移动商务使用的显著影响。经过问卷调查与实证分析,本研究的理论模型的主要和关键假设部分基本都获得了实证研究,并得到一些重要的结论：
a.本研究证明创新扩散特征中的可观察性对消费者的使用态度并没有显著直接影响。
b.霍金斯、谢斯等众多学者强调的消费者介入程度在本研究中,对消费者采纳移动商务没有显著直接影响。外部支援,包括提供培训、专家指导、营业厅服务人员的帮助等,在本研究中,对移动商务的采纳也无显著直接影响。
c.主观规范中领导和长辈的影响,以及榜样和偶像的力量对移动商务的采纳也无显著直接影响。
d.在本模型中,对消费者影响最大的因素依次为移动商务的相对优势(感知有用性)、感知风险和产品的内在品质(包括内容、速度、可靠性、价格、服务)。
3.对移动商务用户的分群。一般的用户分群,只是单一的从性别、年龄、收入、职业的角度来划分,但同一年龄群的人,其性格、兴趣、生活习惯、价值观都不尽相同,其消费模式则必不相同。所以本文结合人口统计特征和心理特征将移动商务的用户进行分群。并对每一个分群的消费者采纳移动商务的行为进行分析与比较。本研究通过因子分析和聚类分析,将消费者聚类成三类不同生活方式的消费者,分别为：刺激享受型、消费经济型和跟随潮流型。通过对三类人群的移动商务消费者采纳模型进行分析和比较,得到一些重要的结论：
首先,三类消费者样本均与总样本一样同样支持本研究理论模型中的关键假设和整合模型；
其次,在总样本和三个聚类样本均成立的假设中,有8个假设存在聚类样本两两之间存在显著性差异,有3个假设存在聚类样本在两两之间部分存在显著性差异,本研究都给出了良好解释,并反映在具体的实务建议上
三个聚类样本之间的对比研究并得到不同结论,是本研究中的另一个创新点,也使得本研究的理论模型的研究结论和解释能力得到丰富并有较大的提高。
With the rapid development of the Internet and the popularity of handheld devices, Mobile payment, mobile Internet access and other functions is no longer far-fetched. While mobile commerce is not delivering the promises that many pundits had proclaimed just a few years ago in terms of providing unprecedented commercial functionality to the masses, it is still projected to be one of the main driving forces for next generation computing and a major revenue generating platform for many corporations. To compete in a marketplace dominated by wireless devices, businesses must devise effective mobile commerce strategies. Building successful strategies begins by recognizing the forces driving mobile commerce's emergence.
However, many researchers believe in the success of m-commerce, there are little research results on how to develop a consumer-oriented mobile commerce strategy. For the sake of service provider establishing correct marketing strategies and promoting prosperity of mobile commerce market, it is of great significance to, based on foreign studies, study the mechanism and driving factors of mobile commerce under the circumstances of Chinese culture, and sum up the rules of consumers' acceptance of mobile commerce.
The paper mainly attempts to study the forming mechanism and driving factors of consumers'acceptance to mobile commerce. On the base of the review of papers, the research prompted the influential factors model combined with TAM, IDT and consumer behaviors. The empirical analysis consists of two stages. The first stage is EEA, Which aims to filtrate the measurement items of all variables and form the ultimate survey questionnaire through the analysis of the measurement validity and credibility. The second stage is CAF., which aims to unveil the antecedents and consequences of mobile commerce quality through the structural analysis of the theoretical model. After the empirical analysis of 480 valid samples, it can be concluded that:
1. It established and empirically proved the behavior model of mobile commerce consumers.
Why a new technology can be accepted by consumers? The TRA, TPB and TAM theory can not be separated from this theme. Of current literatures of consumers'acceptance of mobile commerce, most are based on these three models. However, when these three models were used separately, they all have some explanatory power, and they also have some deficiency. It is possible to combine these three models due to their logical connections, and some empirical studies have shown that the integration model can improve the explanatory power. So, the paper try to build a initial model of influencing factors based on TRA, TPB and TAM model.
Mobile commerce is widely considered to be a major technological innovation in commercial activities. It is necessary to consider the innovation of mobile commerce in consumers'acceptance research of mobile commerce. This study referred to the research results of IDT, added perceived risk characteristics into research model, expanded and amended this integrated adoption model
When consumers are shopping or choosing services, they will be affected by some factors of their own. According to 21st statistic report of CNNIC (China Internet Network Information Center), about 66.5% netizens who accessed the internet through cell phone are male. In this group, about halves are aged from 18 yrs to 24 yrs, while those who are in their 30's seldom access internet through cell phone. These mobile netizens are from all kinds of jobs. University students, workers, technologists, and service people are four major user groups, accounting for 13.8%,12.9%,12.8%,11.7% of the respondents respectively. The difference in zone, sex, age, educate degree,and social status etc, can be consulted for the research of mobile commerce. Apart from this, some intrinsic factors will affect consumer's behavior, such as values and lifestyle. We can refer to the consumer behavior theory.
There is little research which combined TAM, IDT and consumer behaviors into a single model. And there is also few about mobile commerce with IDT or consumer behaviors theory. So, the study has great innovation significance
2. This paper reveals the particularity of consumption behavior of mobile commerce. Factors proved to be remarkably influential to consumption behavior, such as observability and consumer involvement, fail to work on consumption of mobile commerce from various angles. Through questionnaires and empirical analysis, this paper does empirical research on key hypothesizes of the theoretical model and draws some important conclusions.
a. The findings of this paper indicate that observability have no remarkable influence on real consumption variable.
b. Consumer involvement, which is highlighted by Hawkins and Sheth, has been proved that have no remarkable influence on consumption behavior intention.
c. The influence of leaders or elders, and the influence of idols have been proved that have no remarkable influence on consumption behavior intention.
d. In this paper, the three factors most affecting the consumer behavior are the relative advantages of mobile commerce (perceived usefulness), perceived risks and the inherent quality of products (including content, speed, reliability, price and service).
3. With factor analysis and cluster analysis, this research categorizes consumers into three different technological lifestyles and, by making comparative studies on consumers of different categories, it draws some important conclusions.
First, like total sample, samples of the three categories of consumers support the key hypothesis and integrated model of the theoretical models in this paper.
Second, among the hypothesizes in which both total samples and three sample clusters are justified, eight hypothesizes have significance level among every two of sample clusters; three hypothesizes have partial significance level among every two of sample clusters, to all of which this research gives reasonable illustration and specific advice. The fact that different conclusions are drawn through comparative study of three sample clusters helps strengthen the conclusions and explanatory power of the theoretical model of this research.
有关消费者采纳移动商务的研究尽管已经出现,但数量仍然比较缺乏,许多问题尚未得到很好解决,需要进一步理论探索。本研究借鉴国外已有的研究成果,在中国文化背景下科学地分析移动商务的影响因素,总结出消费者采纳移动商务的形成机制,对运营商、服务提供商、内容提供商制定正确的营销策略和促进移动商务市场的繁荣发展有一定的意义。
本研究以移动商务的使用者与潜在使用者为研究对象,采用理论分析与实证研究相结合的方法,探讨消费者采纳移动商务的形成机制及影响因素。在文献回顾的基础上,综述了移动商务消费者行为学的相关文献,并整合采纳模型、创新扩散理论与消费者行为学理论提出了移动商务消费者采纳的影响因素模型。实证分析分两阶段进行,第一阶段为探索性分析,主要是通过效度信度分析来筛选量表题目和形成最终问卷；第二阶段是验证性分析,主要是对模型进行结构方程分析,找出影响消费者采纳移动商务的关键变量。利用AMOS 7.0软件对480份有效问卷进行结构方程分析。
本研究的创新点及主要结论如下：
1.建立并实证了移动商务消费者采纳的影响因素模型。
一项新技术能否被用户所采纳?围绕这一主题总也离不开TRA(理性行为理论)、TPB(计划行为理论)和TAM(技术采纳模型)这一相承的脉络。在对现有的移动商务消费者采纳的研究文献中,也多是以这三个采纳模型为基础进行研究的。然而,三个模型单独应用时都有一定的解释能力,不过各自的不足也很明显。由于三个模型间内在的逻辑联系,将三者进行整合在理论上是可行的,一些实证研究表明,模型的整合可以提高解释能力。所以本研究首先以TRA、TPB和TAM模型为基础,构建消费者采纳移动商务的影响因素的初始模型。
移动商务被普遍认为是商业活动中的一项重大技术创新,所以在消费者采纳移动商务的研究中,应考虑到移动商务的创新性。本研究借鉴创新扩散理论中的一些成果,在影响创新扩散的五大特征中,考虑到移动商务的特点,加入了感知风险维度,共六个影响因素,对整合的采纳模型作进一步的扩展和修正。
消费者在选择商品与服务时,会受到消费者自身的一些因素影响。CNNIC的《2008中国互联网络发展状况统计报告》曾提到手机上网的网民中,约有2/3(66.5%)的手机网民都是男性。这一群体中,18-24岁年龄段手机网民偏多,占到手机网民的一半。30岁以上年龄稍微偏大的网民使用手机上网的则较少。这些手机网民分布在各种职业中,在读大学生、工人、专家技术人员和服务业人员是四个主要的群体,分别占到总体的13.8%、12.9%、12.8%和11.7%。这种地域、性别、年龄、学历或社会地位的差异均可为移动商务的研究提供参考,除此之外,很多消费者内在的因素也会对消费行为产生影响,如消费者不同的价值观,不同的生活方式等。所以,本研究在对移动商务影响因素的研究中,又借鉴了消费者行为学和消费者心理学中的一些成果。整合以上三种理论,构建了移动商务消费者采纳的影响因素模型。
从己有的研究来看,把三个理论的主要关系和变量完整地整合成一个模型,在研究中非常少见；而且在对现有的移动商务研究的文献检索中,没有发现采用创新扩散理论和消费者行为学对移动商务采纳行为进行研究的先例。因此从这个两个意义上来说,本研究采用的“结合TRA、TPB和TAM模型、创新扩散理论和消费者行为学”的路线具有创新意义。
2.揭示了移动商务消费者行为的特殊性。可观察性、介入程度等这些被已往研究证明是显著影响消费者行为的因素,并没有显示出对移动商务使用的显著影响。经过问卷调查与实证分析,本研究的理论模型的主要和关键假设部分基本都获得了实证研究,并得到一些重要的结论：
a.本研究证明创新扩散特征中的可观察性对消费者的使用态度并没有显著直接影响。
b.霍金斯、谢斯等众多学者强调的消费者介入程度在本研究中,对消费者采纳移动商务没有显著直接影响。外部支援,包括提供培训、专家指导、营业厅服务人员的帮助等,在本研究中,对移动商务的采纳也无显著直接影响。
c.主观规范中领导和长辈的影响,以及榜样和偶像的力量对移动商务的采纳也无显著直接影响。
d.在本模型中,对消费者影响最大的因素依次为移动商务的相对优势(感知有用性)、感知风险和产品的内在品质(包括内容、速度、可靠性、价格、服务)。
3.对移动商务用户的分群。一般的用户分群,只是单一的从性别、年龄、收入、职业的角度来划分,但同一年龄群的人,其性格、兴趣、生活习惯、价值观都不尽相同,其消费模式则必不相同。所以本文结合人口统计特征和心理特征将移动商务的用户进行分群。并对每一个分群的消费者采纳移动商务的行为进行分析与比较。本研究通过因子分析和聚类分析,将消费者聚类成三类不同生活方式的消费者,分别为：刺激享受型、消费经济型和跟随潮流型。通过对三类人群的移动商务消费者采纳模型进行分析和比较,得到一些重要的结论：
首先,三类消费者样本均与总样本一样同样支持本研究理论模型中的关键假设和整合模型；
其次,在总样本和三个聚类样本均成立的假设中,有8个假设存在聚类样本两两之间存在显著性差异,有3个假设存在聚类样本在两两之间部分存在显著性差异,本研究都给出了良好解释,并反映在具体的实务建议上
三个聚类样本之间的对比研究并得到不同结论,是本研究中的另一个创新点,也使得本研究的理论模型的研究结论和解释能力得到丰富并有较大的提高。
With the rapid development of the Internet and the popularity of handheld devices, Mobile payment, mobile Internet access and other functions is no longer far-fetched. While mobile commerce is not delivering the promises that many pundits had proclaimed just a few years ago in terms of providing unprecedented commercial functionality to the masses, it is still projected to be one of the main driving forces for next generation computing and a major revenue generating platform for many corporations. To compete in a marketplace dominated by wireless devices, businesses must devise effective mobile commerce strategies. Building successful strategies begins by recognizing the forces driving mobile commerce's emergence.
However, many researchers believe in the success of m-commerce, there are little research results on how to develop a consumer-oriented mobile commerce strategy. For the sake of service provider establishing correct marketing strategies and promoting prosperity of mobile commerce market, it is of great significance to, based on foreign studies, study the mechanism and driving factors of mobile commerce under the circumstances of Chinese culture, and sum up the rules of consumers' acceptance of mobile commerce.
The paper mainly attempts to study the forming mechanism and driving factors of consumers'acceptance to mobile commerce. On the base of the review of papers, the research prompted the influential factors model combined with TAM, IDT and consumer behaviors. The empirical analysis consists of two stages. The first stage is EEA, Which aims to filtrate the measurement items of all variables and form the ultimate survey questionnaire through the analysis of the measurement validity and credibility. The second stage is CAF., which aims to unveil the antecedents and consequences of mobile commerce quality through the structural analysis of the theoretical model. After the empirical analysis of 480 valid samples, it can be concluded that:
1. It established and empirically proved the behavior model of mobile commerce consumers.
Why a new technology can be accepted by consumers? The TRA, TPB and TAM theory can not be separated from this theme. Of current literatures of consumers'acceptance of mobile commerce, most are based on these three models. However, when these three models were used separately, they all have some explanatory power, and they also have some deficiency. It is possible to combine these three models due to their logical connections, and some empirical studies have shown that the integration model can improve the explanatory power. So, the paper try to build a initial model of influencing factors based on TRA, TPB and TAM model.
Mobile commerce is widely considered to be a major technological innovation in commercial activities. It is necessary to consider the innovation of mobile commerce in consumers'acceptance research of mobile commerce. This study referred to the research results of IDT, added perceived risk characteristics into research model, expanded and amended this integrated adoption model
When consumers are shopping or choosing services, they will be affected by some factors of their own. According to 21st statistic report of CNNIC (China Internet Network Information Center), about 66.5% netizens who accessed the internet through cell phone are male. In this group, about halves are aged from 18 yrs to 24 yrs, while those who are in their 30's seldom access internet through cell phone. These mobile netizens are from all kinds of jobs. University students, workers, technologists, and service people are four major user groups, accounting for 13.8%,12.9%,12.8%,11.7% of the respondents respectively. The difference in zone, sex, age, educate degree,and social status etc, can be consulted for the research of mobile commerce. Apart from this, some intrinsic factors will affect consumer's behavior, such as values and lifestyle. We can refer to the consumer behavior theory.
There is little research which combined TAM, IDT and consumer behaviors into a single model. And there is also few about mobile commerce with IDT or consumer behaviors theory. So, the study has great innovation significance
2. This paper reveals the particularity of consumption behavior of mobile commerce. Factors proved to be remarkably influential to consumption behavior, such as observability and consumer involvement, fail to work on consumption of mobile commerce from various angles. Through questionnaires and empirical analysis, this paper does empirical research on key hypothesizes of the theoretical model and draws some important conclusions.
a. The findings of this paper indicate that observability have no remarkable influence on real consumption variable.
b. Consumer involvement, which is highlighted by Hawkins and Sheth, has been proved that have no remarkable influence on consumption behavior intention.
c. The influence of leaders or elders, and the influence of idols have been proved that have no remarkable influence on consumption behavior intention.
d. In this paper, the three factors most affecting the consumer behavior are the relative advantages of mobile commerce (perceived usefulness), perceived risks and the inherent quality of products (including content, speed, reliability, price and service).
3. With factor analysis and cluster analysis, this research categorizes consumers into three different technological lifestyles and, by making comparative studies on consumers of different categories, it draws some important conclusions.
First, like total sample, samples of the three categories of consumers support the key hypothesis and integrated model of the theoretical models in this paper.
Second, among the hypothesizes in which both total samples and three sample clusters are justified, eight hypothesizes have significance level among every two of sample clusters; three hypothesizes have partial significance level among every two of sample clusters, to all of which this research gives reasonable illustration and specific advice. The fact that different conclusions are drawn through comparative study of three sample clusters helps strengthen the conclusions and explanatory power of the theoretical model of this research.
引文
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