作　　者： ;

机构地区： 中山大学

出　　处： 《情报科学》 2018年第7期71-77,共7页

摘　　要： 【目的/意义】在移动互联网环境下,越来越多人使用手机搜索信息和服务,不少用户正在从电脑搜索向手机搜索转移,探讨用户转移意向及影响成为当前研究的重要议题。【方法/过程】为探究用户从电脑搜索向手机搜索转移的关键影响因素和作用机制,本文以双系统认知理论为基础,构建用户搜索行为转移意向理论模型和相关假设。通过网络问卷和纸质问卷共回收375份有效样本,利用偏最小二乘法进行数据分析。【结果/结论】结果表明：感知移动性、感知场景性和低转移成本三个分析因素均对转移意向具有正向影响;直觉因素中的感知流行性对转移意向具有显著的正向影响,而电脑搜索习惯具有显著的负向影响;转移情境具有正向影响。最后,针对手机搜索服务提升和用户搜索行为优化提出有效措施。 [Purpose/significance] In the mobile Internet era, more and more people use mobile phones to search informa- tion and services, and many users are switching from PC search to mobile search. It is important to explore the intention and influence of users＇ search switching behavior. [ Method/process] Drawing on dual-process theory, this study built a model on users＇ switching intention and put forward some relevant hypotheses to explore the key factors on influencing users＇ in- tention. Then a questionnaire survey was conducted and 375 valid data was collected and the Partial Least Squares was used to conduct data analysis and to test the model. [Result/conclusion] The results showed tbat：（a） all analytical factors （perceived mobility, context-awareness and low switch cost） had a positive impact on switching intention;（b） perceived pop- ularity of intuitive factors had significant positive effect on switching intention, but computer search habits had a negative impact; （c） switching context had a positive impact. Finally, this paper proposed effective measures for mobile phone search service promotion and user search behavior optimization.

关 键 词： 手机搜索 转移意向 双系统 分析因素 直觉因素

分 类 号： [G252.0]

领　　域： []