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为研究移动搜索行为的性别差异,以TPB、TAM和TTF为基础构建移动搜索行为的综合模型。通过问卷调查移动搜索用户,采用偏最小二乘法对模型进行验证。研究发现:移动搜索意愿存在显著差别,男性搜索意愿高于女性;不同性别用户移动搜索行为结构方程模型的结构路径与系数存在很大差异,表明性别具有显著的调节作用。比较不同类型用户对移动搜索行为及影响的感知差异,针对性地提出移动搜索行为优化及移动搜索服务提升策略。
To study the gender differences in mobile search behavior, a comprehensive model of mobile search behavior based on TPB, TAM and TTF is constructed. The mobile search users were surveyed by questionnaire, and the model was verified by partial least square method. The results show that there is a significant difference in the willingness to search for mobile search, and the willingness of men to search is higher than that of women. The structural pathways and coefficients of mobile search behavioral structural equation models vary greatly among different gender users, indicating that gender has a significant regulatory role. Compare the different types of users on mobile search behavior and impact of perceived differences, targeted to put forward the mobile search behavior optimization and mobile search service promotion strategy.