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即时通讯市场的竞争日益激烈,对用户选择及继续使用行为的研究是制定有效的竞争策略、占有更多市场份额的必要前提。本文综合了技术接受模型(TAM)和期望确认模型(ECM),从期望差距、感知有用性、感知易用性、感知娱乐性、感知风险、感知费用、感知激励和网络外部性8个方面构建了用户选择和继续使用某种即时通讯产品的行为意向研究模型。通过问卷调查收集数据,利用统计软件SPSS对模型量表进行信度和效度分析,并采用结构方程模型的分析软件Lisrel对研究模型的假设进行了检验,最后对研究结果进行讨论,并提出了对策建议。
The competition in the instant messaging market is becoming more and more fierce. The research on user choice and continuous use behavior is a necessary prerequisite for developing an effective competitive strategy and possessing more market shares. This dissertation synthesizes TAM and ECM, and builds from the aspects of expectation gap, perceived usefulness, perceived ease of use, perceived entertainment, perceived risk, perceived cost, perceived incentive and network externality The behavioral intention-to-research model for user selection and continued use of some instant messaging product. The questionnaire survey was used to collect data, the statistical software SPSS was used to carry out the reliability and validity analysis of the model scale, and the hypothesis of the research model was tested by using the structural equation model analysis software Lisrel. At last, the research results were discussed and put forward Suggestions.