毕业设计（论文）-甘肃移动电子商务消费者采纳行为研究精选.doc

题目： 甘肃移动电子商务消费者采纳行为研究 姓名/学号 专业班级 信息管理与信息系统2008－ 指导教师 完成日期 2012年月日 经济管理学院 20年月 兰州 The Gansu mobile e-commerce consumer adoption behavior research papers ABSTRACT Mobile e-commerce with traditional e-commerce does not have mobility, at any time, convenience, rapid promotion, its role has become increasingly important.In this study, based in Gansu province status quo to take the method of combining theory and practice,First theoretical study of mobile e-commerce to determine the feasibility and credibility of the Gansu province to develop and expand the mobile electronics online,Again in the technology acceptance model based on the theoretical analysis,The combination of domestic and foreign scholars have been research results and the characteristics of Gansu Province consumers add perceived usefulness, perceived ease of use, perceived risk, perceived innovation, perceived cost and subjective norm, six variables to build mobile commerce adoption intention of Gansu Provinceintegrated research model of the influencing factors,And then select the measure of the questionnaire of this study, use questionnaires and survey.Questionnaire with SPSS reliability analysis and validity analysis, correlation and regression analysis to draw the factors that influence the Gansu consumer mobile e-commerce adoption behavior and arrive at a final conclusion. KEYWORDS Mobile e-commerce ,Consumer ,Adoption of behavior ,Influencing factors 目 录 1 绪论 1 1.1 研究背景 1 1.2 国内外研究现状及分析 2 1.2.1 国外研究现状及分析 2 1.2.2 国内研究现状及分析 2 1.3 研究意义和目的 3 1.3.1 研究意义 3 1.3.2 研究目的 4 1.4 研究内容和成果 4 1.4.1 研究内容 4 1.4.2 研究成果 5 1.5 研究思路 5 1.6 论文结构 6 2 文献综述 7 2.1 移动电子商务概念的界定 7 2.2 移动电子商务采纳行为研究的理论基础 7 2.2.1 理性行为理论 7 2.2.2 计划行为理论 9 2.2.3 创新扩散理论 10 2.2.4 技术采纳模型 11 2.3 甘肃移动电子商务采纳行为研究条件分析 13 3 研究模型的构建与假设的提出 14 3.1 研究模型的构建 14 3.2 变量的定义与假设的提出 16 3.2.1 变量的定义 16 3.2.2 假设的提出 17 4 问卷的设计与调查 19 4.1 问卷的设计 19 4.1.1 指标选择 20 4.1.2 问卷个人信息部分设计 22 4.2 正式调查 22 5 数据处理和分析 22