消费者采用位基服务LBS行为研究（PDF 72页）

(LBS)来自(LBS)5379279316Location-BasedService,LBSPDA1009554.4LBS来自(LBS)isreferredtoasprovideduserswithservicebyapplyingthetechnologyofmobilepositioningsuchasfleetmanagement,locationpositioning,emergencyaidandelectroniccoupons.LBShasbeenappliedtocellphonesandmobileterminatingmachineswithmobilepositioningfunction(ex.PDA)formanyyears,butsofaritsdevelopmenthasnotreachedourexpectation.LBSiswell-developedinJapanandEurope.TheU.S.setsregulationstorequiretheaccuracyofpositioninginemergencyaid.ThesaturatingrateofcellphonesinTaiwanwasonceover100%.Thoughitfallsto95%now,itstillsetsfoundationforthedevelopmentofLBSinTaiwan.Taiwan’sthreemaintelecomcommunicationcompanieshaveofferedrelevantservicesundertheircurrentinfrastructureandresources.Byincludingthetwoconstructs,“subjectnorm”and“perceivedserviceconvenience”,onthebasisofTechnologyAcceptanceModel(TAM),thestudydevelopsamodeltoexploreconsumers’behaviorofadoptingLBS,aimstoadvancetheabilitytoexplainvarianceandfurtherpredictconsumers’behaviormoreprecisely.Themodeldevelopedinthisstudy,TechnologyAcceptanceModelandTheoryofReasonedAction(TRA)willbeusedtoexplorethefactorswhichaffectconsumers’behaviorofadoptingLBS.Besides,theadvantagesanddisadvantagesofthethreemodelswillbecomparedalso.Theresultshowsthatpathtestofthethreemodelsweresignificantandthehypothesisweresupported.ThemodeldevelopedinthisstudywassuperiortotheTAMandTRAineverygoodnessoffitIndex.Aftertakingthetwoconstructsintoconsideration,themodelhasmoreadvancedabilitytoexplainvariance.Theseshowthatthemodelofthestudycanbeusedtounderstandconsumers’behaviorofadoptingLBS.III来自(54.4%)ofconsumersneverhearsofLBS,thesamplewesdividedintotwogroupsinaccordancewithawarenessandunawareness.Thoughthegoodnessoffitofthemodelwasnotasgoodasthewholesample,itfallsinacceptablescope.Theresultshowsthatthepathtestof“perceivedserviceconveniencetoattitude”and“perceivedusefulnesstobehaviorintention”weresignificantandtheirhypothesisweresupported.“subjectnorm”onlyhaseffectson“attitude”andnopositiverelationwith“behaviorintention”.Thereliespositiverelationbetween“perceivedusefulness”and“behaviorintention”inawarenessgroup,butnotinunawarenessgroup.Therewaspositiverelationbetween“attitude”and“behaviorintention”inunawarenessgroup,butnotinawarenessgroup.Thetwogroupsreallyhavesomedifferences.Keywords:Location-basedservice(LBS),TechnologyAcceptanceModel(TAM),TheoryofReasonedAction(TRA),ServiceConvenienceIV来自中国最大的资料库下载……………………………………………………………………...………………………………………….…………………..……………………………………………….…………………..……………………………………………………………………………...…...…………………………………………………………………………………………………………………………………………………....................................................................................................1................................................................................................1................................................................................................3................................................................................................4................................................................................................4............................................................................................5(LBS)..........................................................................5....................................................................9..........................................................................................20..........................................................................................22..............................................................................................22..............................................................................................23..................................................................................26..................................................................29......................................................................................29..........................................................................32..........................................................................................33......................................................................................33..........................................................................34..........................................................................37t...................................................................................44......................45V来自