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分类号学号M201073413学校代码10487密级硕士学位论文基于移动互联网的微信用户采纳研究学位申请人：陈攀学科专业：物流工程指导教师：鲁耀斌教授答辩日期：2012年4月28日AThesisSubmittedinFullFulfillmentoftheRequirementsfortheDegreeofMasterofEngineeringAStudyonWeixinUserAdoptionBasedonMobileInternetCandidateChenPanMajorEngineeringSupervisorProf.LuYaobinHuazhongUniversityofScienceandTechnologyWuhan,Hubei430074,P.R.ChinaApril,2012独创性声明本人声明所呈交的学位论文是我个人在导师指导下进行的研究工作及取得的研究成果。尽我所知，除文中已经标明引用的内容外，本论文不包含任何其他个人或集体已经发表或撰写过的研究成果。对本文的研究做出贡献的个人和集体，均已在文中以明确方式标明。本人完全意识到，本声明的法律结果由本人承担。学位论文作者签名：日期：年月日学位论文版权使用授权书本学位论文作者完全了解学校有关保留、使用学位论文的规定，即：学校有权保留并向国家有关部门或机构送交论文的复印件和电子版，允许论文被查阅和借阅。本人授权华中科技大学可以将本学位论文的全部或部分内容编入有关数据库进行检索，可以采用影印、缩印或扫描等复制手段保存和汇编本学位论文。保密□，在_____年解密后适用本授权书。不保密□。(请在以上方框内打“√”)学位论文作者签名：指导教师签名：日期：年月日日期：年月日本论文属于华中科技大学硕士学位论文I摘要随着移动互联网的发展，各种移动互联网产品争相上线。目前关于移动互联网服务整体性研究较为普遍，而移动互联网特定产品的采纳研究相对比较少，微信作为新兴的一种移动互联网产品，其相关研究非常有限，因此，本文基于手机用户群体，对微信用户的采纳行为进行了深入探讨。本文首先介绍了课题的背景、目的和意义，总结分析了国内外移动互联网、类KIK产品的研究现状，并通过阅读用户采纳相关方面的文献，分析和总结了用户采纳研究的理论基础以及用于用户采纳问题的研究方法。然后结合本文所研究的腾讯微信自身的特征，分析和总结了本文所需要涉及到影响微信用户采纳的相关研究理论。接下来，分别向腾讯微信的使用者或潜在用户发放273份问卷，对问卷数据进行收集整理，从统计的角度全面了解用户使用微信的现状。在此基础上，本文首次构建了微信用户采纳研究的模型。该模型从网络外部性、技术感知、使用动机、隐私关注、社会影响五个维度全面分析微信用户的采纳行为。在该实证研究中，同样收集了来自使用过微信的用户共192份有效问卷。通过SPSS和PLS两个统计分析软件，对测量模型进行了信度和效度分析，检验了模型假设。研究结果表明，对于如本文所研究的微信这样的特定移动互联网产品，有其明显的特殊性。传统的感知有用性并不能很好地解释其使用意向，而在本文的研究中发现社会影响、使用动机和隐私关注是影响微信采纳的三个重要维度。所有变量中社会影响、不适当访问、低消费成本、感知的易用性、人际交往是微信用户使用意向的决定性因素。此外，本文还指出了研究的不足之处，并提出了有助于推广微信业务的结论及建议。关键词：微信用户采纳SEM检验华中科技大学硕士学位论文IIAbstractWiththedevelopmentofmobileInternet,whichstimulatesmanyrelatedservices.Thewholeframesofmobileinternetserviceshavebeenwidelyresearchedbyscholarswhiletheadoptionresearchforspecificserviceofmobileinternetislesspopular.Asanewservice,theresearchonadoptionofWeixinisverylimited.So,thisthesisfocusesonthisissuebasedonthepopulationofmobilephoneusers.Firstlythispaperintroducestheresearchbackground,purposeandsignificance,researchideas,methodsandcontentsbysummarizingmanyliteratures,summarizesandanalysesthedomesticandinternationalresearchresultsofmobileInternet,KIKproducts,basictheoriesandresearchmethodsforuseradoption.Thenthroughreadingrelevantliteraturesofuseradoption,withtheTencentWeixincharacteristics,analysesandsummariestherelatedtheoriesandresearchmethodswhichthearticleneeds.Inordertoknowaboutmobilephoneusers’currentstateofWeixin,morethan200questionerswerecollectedfromWeixinusersorpotentialusers.Basedontheseanalyses,themodelaboutWeixinadoptionresearchwasestablished.Themodelcomprehensivelyanalyzedtheadoptionbehaviorinfivedimensions:networkexternality,technologyperceptions,motivation,privacyconcern,socialinfluence.Inthisempiricalstudy,192questionerswerealsocollectedfromWeixinusers.ThisstudyusedSPSSandPLStoconductreliabilityandvaliditytestofmeasurementmodel,hypothesestest.TheresearchshowsthatWeixinisveryspecialasaspecificservice.Traditionalperceivedusefulnesscan’texplaintheuseintentionveryclearly,however,motivation,privacyconcernandenvironmentinfluencewerethreeimportantdimensionsinfluencingWeixinadoptioninthisresearch,whilesocialinfluence,inappropriateaccess,lowcost,perceivedeaseofuseandinterpersonalcommunicationweredecisiveelements.Moreover,limitationsofthecurrentresearch,conclusionsandsuggestionsforpromotingWeixinservicewerebroughtforwardattheend.Keywords:WeixinUserAdoptionSEMTest华中科技大学硕士学位论文III目录摘要···············································································IAbstract··········································································II1绪论1.1研究背景、目的及意义···················································11.2文献综述·····································································21.3研究内容·····································································62微信用户采纳行为研究的相关理论基础2.1网络外部性理论····························································82.2动机理论·····································································82.3隐私关注·····································································92.4社会影响理论·····························································103微信使用现状总量分析3.1数据收集及构成··························································113.2微信用户使用行为分析·················································124微信用户采纳模型及研究设计4.1模型构建与假设··························································214.2模型变量的测度与数据收集···········································264.3数据分析···································································284.4结构方程模型检验·······················································324.5结论·········································································345研究总结及展望5.1研究贡献···································································375.2研究局限···································································375.3研究展望···································································38致谢············································································40参考文献·········································································41附录I微信用户使用问卷调查表··········································45华中科技大学硕士学位论文11绪论1.1研究背景、目的及意义1.1.1选题背景从国际电信联盟显示的数据来看，1980年全球小型机数