本文選題：情景感知服務 + UTAUT��； 參考：《北京郵電大學》2013年碩士論文

【摘要】：目前,移動商務市場發(fā)展迅速,競爭也越來越激烈,作為其中的一種新興服務模式,情景感知服務由于其巨大的市場潛力和廣闊的發(fā)展前景,成為了運營商和服務提供商競爭的焦點。情景感知服務包含兩個因素：感知情景與使用情景。簡單來說,系統(tǒng)首先捕捉用戶所在的情景,然后對其分析,最后根據用戶需求進行個性化服務。由于通信網絡的升級、智能化移動終端的普及以及消費者對個性化泛在服務的需求,情景感知服務必然會成為移動服務的發(fā)展趨勢。 但是,關于情景感知服務的研究主要集中在技術層面,對其消費行為的研究還非常少,且已有的研究也有一定的局限性。本文希望從分析情景感知服務的個性特征入手,同時對消費者的心理及購買行為進行研究,建立以UTAUT模型為基礎的情景感知服務接受模型,對影響用戶接受情景感知服務的因素進行研究,以期為今后的研究以及實際應用提供參考。 本文首先通過文獻綜述,對已有的用戶接受模型進行改進和創(chuàng)新,建立情景感知服務的用戶接受模型。然后設計問卷量表,進行實證調研,用得到的數據對模型進行驗證,并得出用戶對情景感知服務接受的影響因素。最后通過本文的研究對情景感知服務的營銷提出切實可行的意見和建議。
[Abstract]:At present, the mobile commerce market is developing rapidly and the competition is becoming more and more fierce. As a new service mode, situational perception service has great market potential and broad development prospect. It has become the focus of competition between operators and service providers. Situational awareness services consist of two factors: situational awareness and usage. In brief, the system first captures the user's scene, then analyzes it, and finally carries on the personalized service according to the user's demand. Due to the upgrading of communication network, the popularity of intelligent mobile terminals and the demand of consumers for personalized ubiquitous services, situational awareness services will inevitably become the development trend of mobile services. However, the research on situational perception service is mainly focused on the technical level, the research on its consumption behavior is still very few, and the existing research also has some limitations. This paper aims to analyze the personality characteristics of situational perceived services, and at the same time to study consumers' psychology and purchase behavior, and to establish a situational perception service acceptance model based on UTAUT model. In order to provide reference for future research and practical application, this paper studies the factors that affect users' acceptance of situational awareness services. In this paper, the existing user acceptance model is improved and innovated through literature review, and the user acceptance model of situational awareness service is established. Then the questionnaire scale is designed and the empirical research is carried out. The model is verified by the data obtained and the factors influencing the acceptance of situational perception services are obtained. Finally, through the research of this paper, the marketing of situational perception service is put forward practical suggestions and suggestions.
【學位授予單位】：北京郵電大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F713.55;F626

【參考文獻】

相關期刊論文 前4條

1 魯耀斌,徐紅梅;技術接受模型及其相關理論的比較研究[J];科技進步與對策;2005年10期

2 陳鈺芬;陳勁;;用戶參與創(chuàng)新:國外相關理論文獻綜述[J];科學學與科學技術管理;2007年02期

3 劉文雯,高平,徐博藝;企業(yè)信息技術采納行為研究綜述[J];研究與發(fā)展管理;2005年03期

4 李高廣;呂廷杰;;產業(yè)融合催生移動搜索[J];中國電信業(yè);2008年07期

，

本文編號：2012317