基于TAM模型的位置服务使用意向研究

北京邮电大学学报(社会科学版) ›› 2014, Vol. 16 ›› Issue (6): 59-64.

基于TAM模型的位置服务使用意向研究

北京邮电大学经济管理学院，北京100876

收稿日期:2014-06-08 出版日期:2014-12-30 发布日期:2023-03-27

Mobile Users’ Intentions Towards Location Based Service Based on TAM

School of Economics and Management, Beijing University of Posts and Telecommunications, Beijing 100876, China

Received:2014-06-08 Online:2014-12-30 Published:2023-03-27

摘要/Abstract

摘要： 位置服务是移动商业中具有前景的应用，用户对位置服务的使用意向将会影响位置服务领域的发展，在TAM模型的基础上，引入“隐私顾虑”与“服务体验”两个变量，运用结构方程模型分析发现：隐私顾虑对使用态度具有负向影响，但对使用意图的直接影响不显著；服务体验对位置服务的使用意向具有正向影响。为吸引用户，企业一方面要不断提高服务品质，加强用户的服务体验；另一方面还需要保护用户的隐私信息，增强用户的感知价值。

关键词: 位置服务, 隐私顾虑, 服务体验, TAM

Abstract: The location based service (LBS) is a promising application and the users’ intentions towards it will affect the development of LBS Based on TAM, two variables are introduced: privacy concern and service experience The result revels: 1) privacy concern negatively affects the attitude towards usage, but it has no significant effect on users’ intentions; 2) service experience positively affects the intentions to use LBS To attract new users, the enterprises should improve service quality to enhance users’ service experience, and meanwhile also need to protect the users’ privacy to improve their perceived value

Key words: location based service, privacy concern, service experience, TAM

中图分类号:

裴延萌, 曾剑秋. 基于TAM模型的位置服务使用意向研究[J]. 北京邮电大学学报(社会科学版), 2014, 16(6): 59-64.

PEI Yan-meng, ZENG Jian-qiu. Mobile Users’ Intentions Towards Location Based Service Based on TAM[J]. Journal of Beijing University of Posts and Telecommunications(Social Sciences Edition), 2014, 16(6): 59-64.