作　　者： ;

机构地区： 广州番禺职业技术学院

出　　处： 《价值工程》 2019年第18期282-284,共3页

摘　　要： UTAUT为基础,以广东省为例,收集338份来自不同地区的数据,使用专业统计软件SPLS对消费者使用微信小程序进行购物的意愿进行研究,实证分析结果显示:绩效期望、努力期望、社会影响和个人创新性对消费者使用微信小程序进行购物的意愿有积极的显著影响,努力期望在个人创新性和绩效期望之间有中介作用,绩效期望在个人创新性和使用意愿之间、努力期望和使用意愿之间有中介作用。 This study adopts the Unified Theory of Acceptance and Use of Technology(UTAUT) model to investigate the factors that influence users’ behavioral intention towards using WCMP to purchase commodities. In this study, Partial least squares(PLS) analysis is used to analyze the data collected from 338 consumers in Guangzhou. The results indicated that Performance Expectancy(PE), Effort Expectancy(EE), Social Influence(SI), and Personal Innovativeness in Information Technology(PIIT) will positively affect users’ Behavioral Intention(BI) toward using WCMP to purchase commodities. Effort Expectancy has a mediating effect between Personal Innovativeness in Information Technology and Performance Expectancy, and Performance Expectancy also as a mediator variable affects the relationship between Personal Innovativeness in Information Technology and Behavior Intention, Effort expectancy, and Behavior Intention, respectively.

关 键 词： 个人创新性 微信小程序

领　　域： [自动化与计算机技术—计算机软件与理论] [自动化与计算机技术—计算机科学与技术]