॓აࣜ࠶ ೈ॓࿐ 2010୍12ᄅ ֻ24ज ֻ12௹(ሹֻ132௹)ࠎႿTAM֥Ϥ؇Ϥ॓Ⴈҕაၩཟ֥႕ཙၹ࣮常 静1,2,杨建梅1,欧瑞秋3(1.华南理工大学工商管理学院,广州510640;2.广东金融学院工商管理系,广州510521;3.中山大学国际商学院,广州510275)ᅋေ:ࠎႿTAM֥ଆॿࡏބཌྷܱ໓ང,ᄎႨࢲܒٚӱٚم,ฐҰਔϤ؇Ϥ॓Ⴈҕაၩཟ֥႕ཙၹbࢲݔіૼ:ྖ౿ࠏބ؇ᆰࢤ႕ཙҕაၩཟ;ᆩࠏa߲ࠏބၞႨྟۋᆩ๙ݖఃэਈࡗࢤ႕ཙҕაၩཟ;ႵႨྟۋᆩ࠻ᆰࢤ႕ཙҕაၩཟ,Ⴛ๙ݖఃэਈࡗࢤ႕ཙҕაၩཟb۲ၹοؓҕაၩཟ֥ሹ႕ཙӱ؇Ֆն֞ཬஆູྖ౿ࠏaႵႨྟۋᆩaၞႨྟۋᆩaᆩࠏa؇ބ߲ࠏbܱՍ:TAM;Ϥ؇Ϥ॓Ⴈ;ҕაၩཟ;ଽᄝࠏᇏٳোݼ:G20 ໓ངѓ്:A ໓ᅣщݼ:1001-8409(2010)12-0034-04ResearchonInfluencingFactorsofBaidupediaUsers'ParticipatingIntentionBasedonTAMCHANG2Jin1,g,YANGJian m1ei,OURui qiu3(1 BusinessSchool,SouthChinaUniversityofTechnology,Guangzhou510640;2 DepartmentofBusinessAdministration,GuangdongUniversityofFinance,Guangzhou510521;3 InternationalBusinessSchool,SunYat senUniversity,Guangzhou510275)Abstract:BasedontheframeworkofTAMandrelevantreferences,thefactorsthatmaymipactBaidupediausers'participat :tinterestmotivationandattitudeaffectparticipatingintentiondi rectly;motivationforknowledge,reciprocityandperceivedeaseofuseinfluenceparticipatingintentionviaothervariables;:interestmotivation,perceivedusefulness,perceivedeaseofuse,motiva tionforknowledge,:TAM;Baidupediausers;participatingintention;intrinsicmotivation ၂aႄႮD[6]avisิԛ֥॓ࢤ൳ଆTAM(TechnologyAc նᇙളӁ(PeerProduction)൞20ൗࡀ90୍սԚྖఏ֥ceptanceModel),ႨႿࢳದૌ֥࠹ෘࠏႨྛູ,൞Ⴈࢤ၂ᇕྍᆩ്ളӁଆൔ,൞ᆷٳ֥৳ຩႨࢹᇹ࠹ෘ൳ބႨྐ༏༢࣮ਵთᇏቋऎࢳ৯֥ଆᆭ၂[7,8]bࠏຩ܋ࣉྛᆩ്ളӁ֥ࠃ[1]bնᇙളӁཛଢ֥ҕაնᇙളӁ൞ࠎႿྐ༏ඌބ৳ຩࣉྛ֥ྍᆩ്ളӁଆᆀࠞഒ֤֞ᇉБԏ[2],ಏ௴ђႵሢ఼ਛ֥ҕაၩཟ,ᆃႄൔ,ၹطದૌ֥ҕა൞၂ᇕྐ༏༢ႨྛູbၹՎ,Ч໓ఏਔྸ؟࣮ᆀ֥ܱᇿb২ೂ,໓ང[3]ᆷԛ,ົࠎϤ॓ҕაಪູ,ॖၛᄎႨTAMটฐ෬Ϥ؇Ϥ॓Ⴈҕაၩཟ֥႕ཙᆀ௴ђط఼ਛ֥ҕაၩཟ֤ົࠎϤ॓ሱԷࡹၛটЌӻሢၹ,ѩࢣൕᆃུ႕ཙၹೂޅؿߨቔႨbࢶՎپڶϤ؇Ϥۚؿᅚ൝bಖط,ଢభߎޓഒႵ࣮ܱᇿଧུၹ߶႕॓ମᇀնᇙളӁ࣮ਵთ֥࣮,ѩູϤ؇Ϥ॓֩նᇙളӁཙնᇙളӁҕაᆀ֥ҕაၩཟ,ၛࠣᆃུၹೂޅ႕ཙҕაཛଢ֥ൌ࠽ᄎቔބܵิ܂၂ק֥ંࢹbၩཟbؽaં࣮ࠣࡌഡϤ؇Ϥ॓൞ᇷ֥ᇏ໓ᄝཌϤ॓ಆ,Ӯ৫Ⴟ模型୍4ᄅ,༯ഡ12۱Ս่նো,Їݣ1203۱ष٢ཬো,ଢభၘ॓ࢤ൳ଆTAM(TechnologyAcceptanceModel)Фܼٗ൬ຩႨԷࡹބщ֥ࠠ၂ϤჅຣՍ่bϤ؇Ϥ॓൞ӮֹႋႨႿྐ༏༢Ⴈ֥ྛູၩཟ࣮[9](ંଆ1)bۿᄎቔ֥aׅ֥նᇙളӁཛଢ,ၘࣜ་ႄਔ၂ུ࿐ᆀؓః෮໌ྛູၩཟ(BehavioralIntention)൞ᆷ۱ุఒᆳྛหקྛູࣉྛ࣮b໓ང[4]ᄎႨگᄖຩંބٚم࣮ਔϤ؇Ϥ֥ᇶܴࠏੱ,൞۱ุՖ൙ଖᇕྛູ֥ၩ჻఼؇[10]b֥॓Ս่ളӁ,໓ང[5]ฐ෬ਔϤ؇Ϥ॓Ⴈ֥ҕაࠏაοᅶTAM,ႨႨྐ༏༢֥ྛູၩཟ൳֞ః؇ҕაྛູᆭࡗ֥ܱ༢bЧ໓ؓϤ؇Ϥ॓Ⴈҕაၩཟ֥(Attitude)ބႵႨྟۋᆩ(PerceivedUsefulness)֥܋႕ཙ;႕ཙၹᅚष࣮b؇൞ᆷ۱ุؓหקྛູ༟ߋࠇّۋ֥ӱ؇[11],൳֞ႵႨྟ൬۠ರ௹:2009-08-17ࠎࣁཛଢ:国家自然科学基金项目(70773041);广东省软科学项目(B070300030)ቔᆀࡥࢺ:常 静(1979-),女,山东人,博士生,研究方向为知识管理a产业组织;杨建梅(1946-),女,陕西人,教授a博士生导师,研究方向为产业组织a复杂网络;欧瑞秋(1980-),男,广东人,博士生,研究方向为产业组织a博弈论b 34
ೈ॓࿐ 2010୍12ᄅ ֻ24ज ֻ12௹(ሹֻ132௹)॓აࣜ࠶ ۋᆩބၞႨྟۋᆩ(PerceivedEaseofUse)֥႕ཙ;ႵႨྟۋ႕ཙҕაၩཟbᆩ൞ᆷ۱ุཌྷྐႨ၂۱หק༢ିิۚః۽ቔི֥ࠛӱ(2)ଽᄝࠏ؇,ॖၛᆰࢤ႕ཙҕაၩཟ;ၞႨྟۋᆩᄵ൞ᆷ۱ุཌྷྐϤ؇Ϥ॓Ⴈ֥ଽᄝࠏೂᆩࠏa߲ࠏaྖ౿Ⴈหק༢ିܔസ৯֥ӱ؇,๙ݖႵႨྟۋᆩট႕ཙྛູࠏ֩൞ఃҕაྛູ֥ᇗေ౺ၹ[5]bᆩࠏ൞ದૌၩཟbLee֩ದؓ1986~2003୍ࡗႋႨTAMࣉྛ֥101ཛളটࣼႵ֥၂ᇕࠒࠞԊ,ದૌሹ൞൫ٳ༅ѩࢳൗࢸb࣮ቓਔჭٳ༅[12],ؓႿTAM֥ഈඍં۳Ⴭਔԉٳ֥ൌЧ໓ಪ,ູᄝཌϤ॓ಆ֥۽ऎඋྟ,ିࢠݺֹડቀႨᆣᆦӻb֥ᆩླေ;RobinϜ ၛБaၛذؓذ ֥ྛູࠏӫູ߲ࠏ[14]TAMᇏ֥ຓ҆эਈ(ExternalVaribles)߶႕ཙႵႨྟۋ(ReciprocalMotivation),նᇙളӁᆀ๙ݖ܊ངሱᆩބၞႨྟۋᆩ,ຓ҆эਈ൞હa႕ཙೂޅؿള֩໙ี֥࠭ᆩ്ބᇆ߰ൌགྷ߲ᇹ[15]bᆩࠏބ߲ࠏ္ഉקં,؟ඔ࣮ᆺܱᇿିࢳࢠնэၳ֥TAMࠎЧэ൞ົࠎϤ॓Ⴈ֥ᇗေҕაࠏ[16]bϤ؇Ϥູ॓ఃႨิਈ,طࢠഒॉ੮ؓႿэၳࢳӱ؇ࢠ֥֮ຓ҆эਈ,ᆃ൞܂ਔ၂۱ႵႨ֥,Ϥ؇Ϥ॓ؓఃႨ֥ᆩླေބ߲TAM࣮ਵთᇏ֥၂۱௴ђ໙ีbDavisᆷԛ,TAMਵთ֥ླေ֥ડቀޓॖି൞ႨؓϤ؇Ϥ॓ӁളႵႨྟۋᆩࣉط࣮ླေܱᇿຓ҆эਈหљ൞ଽᄝࠏაႵႨྟۋᆩaၞႨҕა֥ჰၹbิԛࡌഡ:ྟۋᆩaҕაၩཟ֩эਈ֥ܱ༢[13]bH6:Ϥ؇Ϥ॓Ⴈ֥ᆩࠏି๙ݖႵႨྟۋᆩཁᇷֹᆞཟ႕ཙҕაၩཟ;H7:Ϥ؇Ϥ॓Ⴈ֥߲ࠏି๙ݖႵႨྟۋᆩཁᇷֹᆞཟ႕ཙҕაၩཟbྖ౿౺ದૌಪ്൙aฐᆇ,ିؓྛູӁളऍն৯,൞ྛູ࣮ਵთ܄ಪ֥ᇗေଽᄝࠏbྖ౿ࠏႄؿTAM࣮ᆀ֥ܱᇿ҂ࣇၹູିܔູႨิ܂ଽᄝࠗৣ,ߎၹູྖ౿ࠏބၞႨྟۋᆩᆭࡗႵሢଆ্ਆॖ֥ၹݔܱ৳,ܱႿದૌ൞ၹູत֤ؓ༢ۋྖ౿ҌӁളၞႨྟۋᆩߎ൞ၹູႵሢൡ؇֥ၞႨྟۋᆩҌؓ༢ۋྖ౿,ഉקં[17]bЧ໓ಪູ,ྖ౿ࠏ൞٤ӈܱطࠎЧ֥эਈ,ି2 基于TAM的百度百科用户参与意向影响因素的理论模型构想ܔ႕ཙࠇᆞཟֹ႕ཙଖུэਈbิԛࡌഡ:Ϥ؇Ϥ॓Ⴈࢹᇹ࠹ෘࠏބ৳ຩҕაՍ่Էࡹ֩ᆩH8:Ϥ؇Ϥ॓Ⴈ֥ྖ౿ࠏିཁᇷֹᆞཟ႕ཙၞႨྟ്ളӁࠃۋᆩ;,ఃҕაྛູॖ൪ູ࠹ෘࠏႨྛູbၹՎ,TAMൡކႨট࣮ބٳ༅Ϥ؇Ϥ॓Ⴈҕაၩཟ֥႕ཙၹH9:Ϥ؇Ϥ॓Ⴈ֥ྖ౿ࠏିཁᇷֹᆞཟ႕ཙҕაၩཟbbЧ໓ՙֹܒམਔࠎႿTAM֥Ϥ؇Ϥ॓Ⴈҕაၩཟ4.研究样本及变量测量႕ཙၹ֥ંଆbᄝھଆᇏ, ྛູၩཟ(1)ဢЧหᆘ ऎุᆷ ҕაၩཟ๙ݖQQaEmaialϤ؇HiཟϤ؇Ϥ॓Ⴈؿ٢໙ज312 , Ⴈྛູ ҂ቓ࣮b໓ང[5]ᆷԛ,ԢਔႵႨྟۋᆩaၞႨྟۋᆩބ؇ၛຓ,ᆩࠏa߲ࠏބྖ౿ٺ,൬߭280ٺ,໙ज߭൬ੱ࣍90%,ఃᇏႵི໙ज273ٺ,ࠏ֩ଽᄝࠏ္൞႕ཙϤ؇Ϥ॓Ⴈҕაྛູ֥ᇗေၹb໙जႵིੱ97 50%bၹՎі1 ဢЧࠎЧሧਘ,ᄝϤ؇Ϥ॓Ⴈҕაၩཟ֥ଆᇏ,ࡼ ຓ҆эਈ ऎุഡקູᆩࠏa߲ࠏބྖ౿ࠏ,ࡌקૌؓႵႨဢЧದ१࠹ཛሧਘোљದඔϤٳб(%)ྟۋᆩaၞႨྟۋᆩބҕაၩཟႵሢ႕ཙቔႨbྟљଳ%3 研究假设୯%(1)ႵႨྟۋᆩaၞႨྟۋᆩࠣ؇18ෟၛ༯%၂۱ႵႨ֥༢߶۳Ⴈջটݺི֥ࠛ,߶ؓః۽ቔa18~25ෟ%࿐༝֩Ⴕ෮ϺᇹbϤ؇Ϥ॓ऎႵ۽ऎ֥උྟ,ؓఃႨ୍֥ਭ26~30ෟ%טҰіૼ, Ϥ؇Ϥ॓ޓႵႨ ൞ૌቋᇗေ֥ҕაჰၹ[5]b30~40ෟ%۴ऌTAM,ၞႨྟۋᆩ߶႕ཙႵႨྟۋᆩbิԛࡌഡ:41ෟၛഈ%H1:Ϥ؇Ϥ॓Ⴈ֥ႵႨྟۋᆩିཁᇷֹᆞཟ႕ཙҕაၩཟཬ࿐%;Ԛᇏ%H2:Ϥ؇Ϥ॓Ⴈ֥ၞႨྟۋᆩିཁᇷֹᆞཟ႕ཙႵႨྟۋᆩb࿐ۚᇏ/ᇏህ/ۚᆯ%ႮTAMᆩնህ/ն࿐Ч॓%,ၞႨྟۋᆩބႵႨྟۋᆩᆞཟֹ႕ཙႨႨ༢֥؇;Ⴈؓ༢֥؇ᆞཟֹ႕ཙႨ֥ҕაණൖࠣၛഈ%ၩཟbᄝЧ໓ᇏ,Ϥ؇Ϥ॓Ⴈ֥؇൞ᆷႨ༟ߋႨϤ (2)эਈҩਈ؇Ϥ֥॓ӱ؇,ࡥӫ؇bิԛࡌഡ:ҐႨ7ࠩlikertਈіҩਈ,໙जႮIMI҆ٳีଢ[18]ބH3:Ϥ؇Ϥ॓Ⴈ֥؇ཁᇷֹᆞཟ႕ཙҕაၩཟ;TAMࠎЧэਈਈіҩี[19~21]ܒӮ,܋Їও33֡ีଢ,ྐ؇H4:Ϥ؇Ϥ॓Ⴈ֥ႵႨྟۋᆩି๙ݖ؇ཁᇷֹᆞཟٳ༅ҐႨCronbachs' ᆴູᆷѓb၂Ϯඪট, ༢ඔᆴࢺႿ႕ཙҕაၩཟ;0 65֞0 70ࡗ൞ቋཬॖࢤ൳ྐ؇ᆴ,ࢺႿ0 70֞0 80ᆭH5:Ϥ؇Ϥ॓Ⴈ֥ၞႨྟۋᆩି๙ݖ؇ཁᇷֹᆞཟࡗཌྷ֒ݺ,ࢺႿ0 80֞0 90ᆭࡗᄵ٤ӈݺ[22]bЧ໓ᇏ۲э 35
॓აࣜ࠶ ೈ॓࿐ 2010୍12ᄅ ֻ24ज ֻ12௹(ሹֻ132௹)ਈ֥Cronbach ༢ඔनᄝ0 80ၛഈ,ඪૼ۲эਈ֥ཛଢ၂൞ႵႨྟۋᆩ,ؓҕაၩཟ֥ᆰࢤ႕ཙބሹ႕ཙन໊ਙᇁྟӱ؇ࢠۚbֻؽ,طᆩࠏߎି๙ݖᆞཟֹ႕ཙҕაၩཟbቋі2 эਈᆷѓটჷࠣྐ؇ҩਈު,Ч໓Ӈ൫ฐ෬ਔଽᄝࠏؓTAMނྏэਈ֥႕ཙ,ؿགྷэਈᆷѓ۱ඔҩਈᆷѓটჷCronbach ༢ඔϤ؇Ϥ॓Ⴈ֥ଽᄝࠏؓҕაၩཟႵሢᆰࢤࠇࡗࢤ႕ཙbႵႨྟۋᆩ5Lin,Lu(2000) 835২ೂ,ྖ౿ࠏॖၛᆰࢤᆞཟֹ႕ཙҕაၩཟ,ᆩࠏᄵၞႨྟۋᆩ4Lin,Lu(2000) 900߶๙ݖႵႨྟۋᆩᆞཟֹ႕ཙҕაၩཟbਸ਼ຓ,࣮ؿགྷྖ؇5Taylor,Todd(1995) 862౿ࠏߎॖၛᆞཟֹ႕ཙၞႨྟۋᆩbҕაၩཟ5Venkatesh,Davis(2000) 843і3 ۲ีଢᄝ෮උၹሰഈ֥ڵހᆩࠏ4Ryan,Deci(1985) 841ႵႨྟྖ౿ࠏ5Ryan,Deci(1985) 803ۋᆩ؇ၞႨྟҕაᆩ߲ྖ౿ۋᆩၩཟࠏࠏࠏ߲ࠏ5Ryan,Deci(1985) 804V170 84------------ aࢲݔࠣٳ༅V180 89------------1 结果V190 87------------(1)ဒᆣྟၹሰٳ༅V200 62------------ဒᆣྟၹሰٳ༅(ConfirmatoryFactorAnalyses,CFA)ࢲV210 38------------ݔཁൕ2: (506)=1249 20,RMSEA=0 079,NFI=0 95,V32--0 83----------NNFI=0 97,CFI=0 97,іૼଆႵሢࢠݺ֥ކbีଢᄝV33--0 90----------۲ሱ෮උၹሰ֥ڵހі2,33۱ҩဒีଢᄝ7۱ၹሰႵࢠV34--0 80----------ݺ֥ٳোࢲܒbԢႵႨྟۋᆩၹሰֻ֥ඹ֡ีଢ֥ڵހ൞V35--0 80----------0 38,ఃჅีଢ֥ၹሰڵހᄝ0 43ၛഈ(ݣ0 43),ఃᇏႵV41----0 84--------22֡ีଢ֥ၹሰڵހղ0 70ၛഈbV42----0 91--------۲ၹሰᆭࡗ֥ཌྷܱ౦ঃі3b7۱ၹሰᆭࡗ֥ཌྷܱ༢V43----0 91--------ඔनᄝ0 46ၛഈ,नཌྷܱ༢ඔr=0 72bV44----0 68--------(2)ಆଆဒV45----0 43--------ࠎႿCFA֥ࢲݔ,ࣉ၂҄ቓಆଆ(FullModel)ဒটV36------0 83------ဒᆣЧ໓֥ંࡌഡbଆކࢲݔაဒᆣྟၹሰ֥ࢲݔV37------0 69------ࢠ၂ᇁ2, (515)=1431 49,RMSEA=0 080,NFI=0 94,V38------0 45------NNFI=0 96,CFI=0 96b33֡ีଢᄝ7۱۲ሱ෮උ֥ၹሰV39------0 79------ഈ֥ڵހनղ֞ཁᇷඣbಆଆࢲݔ2bV40------0 81------(3)ਫ਼ࣥٳ༅V3--------0 79----ਫ਼ࣥٳ༅(PathAnalysV4--------0 83----is)ॖၛϺᇹ࣮ᆀਔࢳ۲эਈᆭࡗ֥ܱ༢bэਈᆭࡗ֥ܱ༢Їওᆰࢤ႕ཙ(DirectEffecV5--------0 88----t)ބࡗࢤ႕ཙ(IndirecV6--------0 59----tEffect)bభᆀ൞ᆷ၂۱эਈؓਸ਼၂۱эਈ֥႕ཙ൞ᆰࢤؿള֥;ުᆀᄵ൞ᆷ၂۱эਈؓਸ਼၂эਈ֥V22----------0 51--႕ཙ๙ݖఃэਈؿളbՖі5ॖၛुԛ,ؓҕაၩཟႵᆰV23----------0 80--ࢤ႕ཙ֥эਈః႕ཙՖն֞ཬஆູྖ౿ࠏaႵႨྟۋᆩV24----------0 84--ބ؇V25----------0 43--;ၞႨྟۋᆩؓҕაၩཟ֥ࡗࢤ႕ཙቋն;۲эਈؓҕაၩཟ֥ሹ႕ཙՖն֞ཬٳљ൞ྖ౿ࠏaႵႨྟۋᆩaV26----------0 79--ၞႨྟۋᆩaᆩࠏa؇ބ߲ࠏbV7------------0 552 结果分析V8------------0 76Ֆಆଆਫ਼֥ࣥࢲݔটु,9۱࣮ࡌഡᇏԢH7ໃV9------------0 83ି๙ݖဒᆣV10------------0 52,ఃჅ8۱न๙ݖဒᆣb֤ԛϤ؇Ϥ॓Ⴈҕაၩཟ႕ཙၹ֥࣮ࢲݔೂ༯:ႵႨྟۋᆩ࠻ିᆰࢤᆞཟֹV11------------0 75႕ཙҕაၩཟ,Ⴛି๙ݖ؇ࡗࢤֹᆞཟֹ႕ཙҕაၩཟ;і4 7۱ၹሰ֥ཌྷܱइᆔၞႨྟۋᆩ࠻߶ᆞཟֹ႕ཙႵႨྟۋᆩ,ၧି๙ݖ؇ᆞཟႵႨྟֹ႕ཙҕაၩཟ;؇ିܔޓݺֹᆞཟֹ႕ཙҕაၩཟ;ۋᆩ؇ၞႨྟྛູᆩ߲ྖ౿ۋᆩၩཟࠏࠏࠏᆩࠏିܔ๙ݖႵႨྟۋᆩᆞཟֹ႕ཙҕაၩཟ;ྖ౿ࠏႵႨྟۋᆩ1 00ିᆞཟֹ႕ཙၞႨྟۋᆩ,္ିᆞཟֹ႕ཙҕაၩཟb؇0 881 00ؓႿഈඍࢲݔ,Ч໓ࣉྛਔٳ༅b൮༵,Ч໓֥࣮ࢲၞႨྟۋᆩ0 64 701 00ݔބ༵భ၂ུTAM࣮ܱႿᇶေэਈ֥ܱ༢֥ࢲંնᇁ໖ྛູၩཟ0 780 880 711 00ކbఃՑ,ਫ਼ࣥٳ༅ิൕླေหљᇿၩ۱эਈ:၂൞ྖ౿ᆩࠏ0 610 600 500 561 00ࠏ߲ࠏ0 850 930 670 830 601 00,ᄝ෮Ⴕэਈᇏ,ؓҕაၩཟ֥ᆰࢤ႕ཙބሹ႕ཙ໊ਙֻ၂;ؽ൞ၞႨྟۋᆩ,ؓҕაၩཟ֥ࡗࢤ႕ཙቋն;ྖ౿ࠏ0 550 490 460 460 660 531 00 36
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