当时由于受到了心理学基础研究和经济学、社会学以及交际学等相关领域的影响,西方消费者研究重心由社会研究向认知研究倾斜,其中具有代表性的是Ajzen和Fishbein于1975年提出的TRA理论(Theory of Reasoned Action),从个体信念和社会规范两条线索探究消费者的心理-行为过程,其基本模型描述如下: 这一模型也被许多社会心理学的...
TAM理论的兴起可以追溯到20世纪70年代对西方消费者的研究,例如通过对消费者的行为分析来帮助企业制定合理的营销战略。当时由于受到了心理学基础研究和经济学、社会学以及交际学等相关领域的影响,西方消费者研究重心由社会研究向认知研究倾斜,其中具有代表性的是Ajzen和Fishbein于1975年提出的TRA理论(Theory of Reasoned Act...
1989年,Fred Davis以Ajzen和Fishbein的理性行为理论(Theory of Reasoned Action,TRA)为基础,探讨了认知及情感因素与科技利用之间的关系,提出了技术同意模型(Technology Acceptance Model,TAM)理论。[3]该理论试图说明阻碍用户同意或拒绝新的信息系统的缘故。 TAM要紧由以下几个元素组成: 利用行为(Actual System Use):技...
Based on the brief introduction to the theory,development and application of Technology Acceptance Model,this paper aims to take an empirical study on the user behaviors in government portal website.By putting forward the research model and 13 hypotheses,this paper examines the hypotheses by means ...
Consumer Trust Formation Model in B-to-C Ecommerce Based on the TAM Theory: An Empirical Study with China ConsumersConsumer's trustPerceived ease of usePerceived usefulnessPerceived riskMany studies have confirmed that consumer trust is an in important factor which affect consumer'...
口2J戴海琦.心理与教育测量[MJ.广州z暨南大学出版社, of Related Factors in the Development of Intemet Banking: Based on TAM Theory XU Chang-jiang, DING Cong-cong (Collegel of Teacher Education, Zhejiang Nonnal University, Jinhua 321004, China) Abstract: A theoretical model based on the ...
2018年5月 STUDYONTHEINFLUENCING FACTORSOFONLINEVIDEOWEBSITE USERS'WILLINGNESSTOBUY MEMBERS—BASEDONVAMAND TAMTHEORY ADissertationSubmittedto NanjingUniversityofFinanceandEconomics FortheAcademicDegreeofMasterofManagement BY ZhangYue Supervisedby ProfessorZhangTaihai SchoolofMarketing&Logistics NanjingUniversityof...
aThis research model is based on technological acceptance model (TAM) and theory about perceived risk. Additionally, it also includes the implications of theory of reasoned behavior and theory of planned theory into consideration. Meanwhile, the research model also regards demographic factors such as ...
技术接受模型(Technology Acceptance Model,简称TAM)由美国学者戴维斯根据理性行为理论(Theory of Reasoned Action,简称TRA)在信息系统/计算机技术领域发展而来,用于解释和预测人们对信息技术的接受程度。通过这个模型的分析,我们可以了解各种外部因素对使用者使用技术系统的内部信念(beliefs)、态度(attitudes)及意向(intentions...
1.Based on Technology Acceptance Model(TAM),which is widely accepted in the e-commerce consumer behavior,this paper analyses the theory of Perceived Risk and introduces it into TAM.本文根据电子商务消费者行为的研究中广为关注的技术接受模型(TAM),分析了感知风险然后在TAM中引入了感知风险,提出了考虑中国...