收稿日期: 2015-02-04
修回日期: 2015-03-09
网络出版日期: 2015-04-05
基金资助
本文系国家自然科学基金-青年基金"信息生态视角下中国低碳产业技术链的形成机理及发展路径研究"(项目编号:71203074)和"吉林大学高峰学科(群)建设项目"研究成果之一.
Research on Influential Factors of O2O User Information Behavior in the Mobile Commerce Environment
Received date: 2015-02-04
Revised date: 2015-03-09
Online published: 2015-04-05
[目的/意义]在移动互联网快速发展、O2O模式正在逐渐被人们接受的大背景下,以计划行为理论为基础,研究移动商务环境下O2O模式用户信息行为的影响因素并构建概念模型以拓展计划行为理论在新领域的应用,为移动商务环境下开展O2O应用起到指导及推进作用,使信息生产、传播及服务更具有针对性和有效性.[方法/过程]通过问卷调查的方法收集基本数据,利用SPSS工具对数据进行统计分析以验证所构建的模型.[结果/结论]通过相关分析得出:用户信息行为意向受信息行为态度、主观规范、知觉行为控制正向影响;用户信息行为态度受主观规范和知觉行为控制正向影响;人际间影响和外界影响对主观规范起正向影响作用;自我效能和外部资源对知觉行为控制起正向影响作用.通过构建有关用户信息行为意向、用户信息行为态度、主观规范和知觉行为控制的4个回归方程,量化分析得出各自影响因素的影响程度.
李欣颖 , 徐恺英 , 崔伟 . 移动商务环境下O2O用户信息行为影响因素研究[J]. 图书情报工作, 2015 , 59(7) : 23 -30 . DOI: 10.13266/j.issn.0252-3116.2015.07.003
[Purpose/significance] On the background of continuous development of mobile internet and wide acceptance of O2O mode widely, this paper has a research on user information behavior of O2O mode in Mobile Commerce environment and then builds a conceptual model, based on the theory of planned behavior. This research extends the application of Theory of Planned Behavior in a new field, plays a guiding role for the application of O2O mode in Mobile Commerce environment, and makes information production, dissemination and service more pertinent and effective. [Method/process] The authors collected some basic data by questionnaires, had a statistical analysis on these by using SPSS and finally verified the model. [Result/conclusion] Correlation analysis shows that user information behavior attitude, subjective norm and perceived behavioral control have a positive influence on user information behavior intention; user information behavior attitude is positive affected by subjective norm and perceived behavioral control; subjective norm is positive affected by interpersonal influence and external influence; at the same time perceived behavioral control is also positive affected by self-efficacy and external resources. Four return equations including user information behavior intention, user information behavior attitude, subjective norm and perceived behavioral control can be worked out by means of regression analysis and quantify analyzing.
Key words： mobile commerce; O2O; Theory of Planned; Behavior information behavior
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