导　　师： 卫海英

学科专业： 120202

授予学位： 硕士

作　　者： ;

机构地区： 暨南大学

摘　　要： 随着社交网站行业近年来迅速的发展,社交网站游戏对本行业的作用越来越大,影响社交网站游戏使用者的使用意向因素已经成为一个热点问题。本研究在技术接受模型的基础上,结合营销学知识,将不同层次外部变量纳入研究范围,构建了一个社交网站游戏个人使用意向模型；在已有文献的基础上设计科学的问卷,采用问卷调查的方法收集数据,在预调查中对问卷的信度和效度进行检验,然后采用结果方程模型对正式调研的数据进行分析；最后证实了该模型的存在,并对理论模型中的假设进行了验证。 本研究通过对理论的归纳和数据的分析,最后得到如下主要结论： 1.技术接受模型对于解释社交网站游戏使用者的个人使用意向是有效的。 2.存在社会层面、公司层面、个人层面这三个不同层次的外部变量对感知易用性和感知有用性这两个中间变量产生影响。 3.社会规范仍然是影响社交网站游戏个人使用意向的重要因素。 4.感知有用性是影响社交网站游戏使用者使用意向的唯一的直接影响因素。 5.感知易用性虽然不同社交网站游戏使用者个人使用意向相关,但是却是影响个人使用意向的保健因素。 With the rapid development of social net site industry in recent years, social net site game is playing an increasing role in the industry, and the factors which influence the intention of playing the social net site game have become a hot topic. In this study, based on the technology acceptance model, combined with knowledge of marketing, will be different levels of external variables included in the study, constructed a model of social net site game intended for personal use; We designed a scientific survey, used questionnaire survey to collect data;In the pre-survey,Our questionnaire reliability and validity are tested, and then used the method of formal investigation equation model to analyze the data, and finally confirmed the existence of the model, and the theoretical model assumptions were verified. The research obtained the following main conclusions base on the summarized the theory and data analysis: 1.The technology acceptance model is effective to explain the intend to play the social net site game. 2. There are three different levels of external varables, incude social level, corporate level, individual level, influence the perceived usefulness and perceived ease of use. 3. Social norms is still the important factor to influence the intention of using social net site game. 4. Perceived usefulness is the only factor of directly influencing the use intention of social net site game. 5. Perceived ease of ues, although not associated with the intention of social net site game, but it is a health factor to influence the intention.

关 键 词： 社交网站 游戏 技术接受模型 使用意向

分 类 号： [F224 F49]

领　　域： [经济管理] [经济管理]