本研究就移动创新采纳行为在杭州和衢州两地做了32个深度访谈,探索性地分析了影响该消费行为的因素,并将研究结果与国外相关研究做了对比,还甄别了两地消费者采纳动机的差异。研究发现的影响因素与国外研究结果类似,部分影响因素对两地消费者的相对重要性有所不同。本文最后总结了研究的理论贡献与实践启示、不足及未来的研究方向。 In this study, we conducted 32 in-depth interviews with Hangzhou and Quzhou on the adoption of mobile innovations, explored the factors influencing the consumer behavior, compared the results with those of other countries and also screened the consumption of the two places Differences in motivation adopted. The research found that the impact of factors and foreign research results similar to some of the relative importance of the two consumers are different. At the end of this article, the author summarizes the theoretical contributions, practical implications, shortcomings and future research directions.