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移动商务作为一种新的商业模式应用前景广阔,用户的参与是其快速发展的关键。采用有序多方法研究:首先基于个体移动商务自我效能视角,对技术采纳模型(TAM)进行拓展,将个人创新型、移动商务认知投入、移动商务焦虑感、相关群体作为自我效能的前因变量,构建了移动商务采纳意愿的理论模型,运用结构方程模型(SEM)进行验证;在此基础上,应用神经网络模型来检验移动商务自我效能的前因变量,进行个体移动商务自我效能值的预测。最后结合数据分析结果进行讨论并提出建议。
As a new business model, mobile commerce has a bright future and user participation is the key to its rapid development. Using an orderly and multi-method approach: First, based on the perspective of individual mobile business self-efficacy, TAM is expanded to include personal innovation, cognitive involvement of mobile commerce, anxiety of mobile commerce and related groups as a precursor to self-efficacy Variables, build a theoretical model of the willingness to adopt mobile commerce, and use the structural equation model (SEM) to verify; on this basis, neural network model to test the antecedent variables of mobile commerce self-efficacy, the value of individual mobile business self-efficacy prediction. Finally, the data analysis results are discussed and suggestions are made.