影响中国移动即时通讯使用的因素研究

Y. Ke, Wenli Li
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引用次数: 14

摘要

移动即时通讯(MIM)已经成为中国最受用户欢迎的通信应用之一。以往的研究主要集中在互联网用户的即时通讯(IM)使用情况,而没有调查移动电话用户的即时通讯(IM)使用情况。本研究基于计划行为分解理论,构建了影响中国青少年MIM使用的态度、社会和感知行为控制因素模型。采用网络问卷收集数据,共回收有效问卷311份。采用结构方程模型(SEM)对研究假设进行检验。结果表明,感知在场意识对中国用户对MIM的态度有最大的正向影响。此外,相对优势、社会关系影响和自我效能感除感知易用性和便利条件外均有显著影响。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
A Study of the Factors Affecting the Adoption of Mobile Instant Messaging in China
Mobile Instant Messaging (MIM) has become one of the most popular communication applications for many users in China. Previous studies mainly focus on Instant Messaging (IM) usage for the Internet users, and do not investigate MIM usage for the mobile phone users. This study proposes a model to analyze the attitudinal, social and perceived behavior control factors that are associated with the adoption of MIM usage in China based on the decomposed theory of planned behavior. An online questionnaire was used to gather data and a total of 311 valid questionnaires were returned. A structural equation modeling (SEM) was applied to test the research hypothesis. The results show that perceived presence awareness has the greatest positive impact on the attitude of the users in China towards MIM. In addition, relative advantage, social relationship influences and self-efficacy all had significant effect except perceive easy of use and facilitating conditions.
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