基于TAM模型的大学生移动互联网行为意向研究.doc

文档介绍：
基于 TAM 模型的大学生移动互联网行为意
向研究
尚媛媛1,李宏汀1,陈德虎2**
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(1. 浙江理工大学心理系,杭州,310018;
2. 共青团浙江理工大学委员会,杭州 310018)
摘要:目的: 以 TAM 技术接受模型为基础,结合感知娱乐性、感知成本和个人创新性等认
知因素研究了大学生使用移动互联网的行为意向。方法: 研究采用调查问卷,对杭州 7 所高
校的 650 名大学生进行移动互联网使用调查。结果: 感知有用性、感知易用性、感知娱乐性、
感知成本和个人创新性这五项认知因素均与行为意向显著相关,而大学生的性别、移动互联
网使用经验及频率显著影响以上五项认知。结论:(1)五项认知因素均与行为意向显著相关,
且认知因素之间亦相关性显著;(2)性别对感知有用性有显著影响;(3)移动互联网使用经验对
感知有用性、感知易用性、感知娱乐性有显著影响,使用频率对感知易用性、感知娱乐性及
感知成本有显著影响。
关键词:移动互联网;TAM;认知因素;行为意向
中图分类号:B84
The study on university students' behavior intention about
mobile- based on TAM
Shang Yuanyuan1, Li Hongting1, Chen Dehu2
(1. Psychology Department, Zhejiang Sci-Tech University, Hangzhou, 310018;
2. Youth mittee,Zhejiang Sci-Tech University, Hangzhou, 310018)
Abstract: Objective:This study used the Technology Acceptance Model as the foundation and
incorporated perceived enjoyment, perceived cost and personal innovativeness to research university
students' behavioral intention to use mobile- services. Method:Based on the questionnaires,
this research constructed the mobile- services of 650 university students in Hang Zhou.
Result:: Perceived usefulness, perceived ease of use, perceived enjoyment, perceived cost, personal
innovativeness all had significantly positive influence on behavior intention; and the gender, emotional
state of students, the experience, frequency of using mobil