(中國(guó)電子商務(wù)市場(chǎng)之研究-以即時(shí)通訊為例)

Figure5)FigureSEQFigure\*ARABIC5:ResearchModel4.2HypothesisTechnologyAcceptanceModelTAMwasproposedbyDavis(1989)anditintroducedtwoimportantconcepts–perceivedusefulness(PU)andperceivedeaseofuse(PUE).ThePUrefersto“thedegreetowhichanindividualbelievesthatusingaparticularsystemwouldenhancehis/herjobperformance〞.ThePEUrefersto“thedegreetowhichanindividualbelievesthatusingaparticularsystemwouldbefreeofphysicalandmentalefforts〞.InTAM,anindividual’sbeliefdeterminestheattitudetowardsusingthesystemand,inturn,theattitudehelpdeveloptheintentiontouse.Finally,thisintentioninfluencesthedecisionofactualsystemusage.Thesecausalitiesarebroadlystudiedandaccepted(e.g.Chenetal.,2002;SuhandHan,2002;MorrisandDillon,1997;Teoetal.,1999).Thus,theobjectiveofthisresearchistoexaminethehumanmotivationsunderlyingindividualbehavioralintentiontouseandpayforIMservices.Forthispurpose,weemployTechnologyAcceptanceModel(TAM)asthebasemodelforthestudyandmodifyittoreflecttheIMcontext.H1a.Acustomer’sperceivedeaseofusehasapositiveimpactonhis/herattitudetowardspayingforIMservices.H1b.Acustomer’sperceivedeaseofusehasapositiveimpactonhis/herperceivedusefulness.H1c.Acustomer’sperceivedeaseofusehasapositiveimpactonhis/herintentiontopayforIMservices.H2a.Acustomer’sperceivedusefulnesshasapositiveimpactonhis/herattitudetowardspayingforIMservices.H2b.Acustomer’sperceivedusefulnesshasapositiveimpactonhis/herintentiontopayforIMservices.H3.Acustomer’sattitudetowardsIMhasapositiveimpactonhis/herintentiontouseIM.PerceivedTrustTheInternetstilllacksacceptanceofaplatformforuser-friendly,trustworthyE-CommerceinChina.LatestresearchinthefieldofElectronicMarketsshowsthatthereareanumberofsocio-economic(social,psychologicalaswellaseconomic)criteriawhichrepresentcriticalsuccessfactorsfortheglobalbreakthroughofelectronicshoppingapplications(Hosmer,1995;Gefen,2000;Jarvenpaaetal.,1999;GrazioliandJarvenpaa,2000).However,theIMapplicationisaclienttoolwhichisusedforcommunicatingwithothersforpersonalpurpose.PersonalidentificationbecomesaserioussecurityissueinIM.Especially,thecontactsin“buddylist〞areallrelativesorfriendswhichclosetotheuser.ItisdifferentleveloftrustwhileIMmovetocommercialpurposeandpositivelyaffectconsumers’intentiontoconductE-Commercetransactionswiththesevendors.H4a.TheperceivedtrustofIMhaspositiveimpactonhis/herattitudetowardspayingIM.H4b.TheperceivedtrustofIMhaspositiveimpactonhis/herintentiontopayIM.PerceivedServiceQualityTheservicessuchasdeliveryserviceorcustomersupportprovidedbyIMcarrierwillaffectconsumersontheirwillingnesstopayfortheserviceordesiretopurchasefromthewebsiteagaininChina.Unfortunately,botharenotattainedasatisfactorylevelinChinayet(MarketingM,2001MarketingM,TheStrengthandWeaknessofChineseElectronicCommercein2001,Dec.2001,.).MarketingM,TheStrengthandWeaknessofChineseElectronicCommercein2001,Dec.2001,.DeloneandMcleanindicated“informationquality〞and“systemquality〞botharetheimportantfactorstomeasurethesuccessofasinglesystem.However,theyalsoupdatedtheirD&MISSuccessModelandintroduced“servicequality〞isanotherkeyvariableintheworldofInternet(DeLoneandMcLean,2003).Therefore,weexpectservicequalitywillalsoplayanimportantroletoreflectIMcontextinChinaE-Commerce.Inthisregards,wesuggestthefollowinghypotheses:H5a.Acustomer’sperceivedservicequalityofIMhaspositiveimpactonhis/herperceivedusefulness.H5b.Acustomer’sperceivedservicequalityofIMhaspositiveimpactonhis/herperceivedeaseofuse.PerceivedExperienceTheonlinepurchasingexperienceisnotabundantinChina.ItresultsfromthelatedeliveryturnaroundduetogeographicissueandpoordeliverysysteminChina.ItcreatesachancewhileIMmoveforwardtotheE-Commercebecausethereisnophysicaldeliveryrequiredforonlineservices.However,theonlineexperience,especiallyforthepastexperience,iscriticalforthedecisionofpurchasing.Inthisnewapproach,the“marketingconcept〞willbereconstructedtofacilitateE-Commerce(Donna,1997).Forexample,thebrandawarenessisimportantintheofflinemarket.AsinInternet,peoplewouldratherconsumeontheirfamiliaronlineshopsthanthoseshopswithpoorinstruction(Feng,2003).Furthermore,theperceivedexperienceorexpectationforspecificobjectalsoinfluencesIMuser’sdecisiontousewhichIMapplicationfordifferentpurposes.Forexample,peoplemayuseTencentQQinChinaanduseMSNMessengerinTaiwanduetothepopularityofspecificIMapplication.Also,peoplewilluseSkypebecauseofitstelephonyconvenience(PalmerandMcCole,2000).ItshownPerceivedExperienceisoneoftheimportantfactorstoinfluencesuser’sintentiontouseorpayIMservices.Therefore,wesuggestthefollowinghypotheses:H6a.Acustomer’sperceivedexperienceofIMhaspositiveimpactonhis/herperceivedusefulness.H6b.Acustomer’sperceivedexperienceofIMhaspositiveimpactonhis/herperceivedeaseofuse.5.ResearchObjectandFurtherWorksEconomicgrowthandInternetpenetrationplayimportantrolestotheproliferationofE-CommerceinChina.TheeconomyofBeijing,ShanghaiandShenzhenareespeciallyimportantforChinasincethesethreelocationshavehighInternetpenetrationrate.Therefore,wechoosethesethreelocationstocarryoutoursurvey.Meanwhile,consideringthespecialIMsituationinChina,mostofIMusersarefromtheyouthsegment.Wechoosecollegestudentsasourresearchsubject.ThefollowinglistsofBBSarethetentativesitestopublicizeoursurveyinhopestogathernecessarydata.UniversitiesinBeijing:PekingUniversity-TsinghuaUniversity-RenminUniversityofChina-BeijingUniversityofAeronautics&Astronautics-UniversitiesinShanghai:ShanghaiJiaoTongUniversity-FudanUniversity-TongjiUniversity-ShanghaiUniversity-UniversitiesinShenzhen:ShenzhenUniversityInordertopromotethissurvey,incentivegiftswillbeprovidedsuchasMSNcalendarpad,keyring,notebookandetcandLISRELwillbeemployedtoanalyzethecollecteddata.6.ExpectedResultandContributionThepotentialofE-CommerceinChinaishuge.ChinaE-Commercemarketmanagedtohave320billionRMBbytheendof2004.Thetradingamountin2004reached316billionRMB.TheoverallE-CommercemarketinChinaisexpectedtobe1,700billionRMB(6,800billionNTDequivalent)by2007(iResearchInc,2005iResearchInc.,ReportofChinaB2BE-CommerceAnalysisin2004,May2005,.).iResearchInc.,ReportofChinaB2BE-CommerceAnalysisin2004,May2005,.Tencent(QQ)istheleaderbyfarwith86.56%marketshareinChinaIMindustry.Insecondquarterof2005(2Q05),forthefirsttimeever,Tencentgenerated$92million(over50%)revenuefromIVAS,$71million(41%)frommobilevalue-addedservices(MVAS)andonly$13million(8%)fromonlineadvertising.Comparingwith2004,Tencentearned56%ofits2004revenuefromMVASandwasrankedNo.3intheMVASindustryintermsofsales.Furthermore,itallcontributedbyonly6%ofTencent’saccountsin2004waspaidaccounts.IthasshowngreatpotentialinthepaidservicesasoneofkeywaystomonetizedinChinaE-Commerce,withaspecialemphasisonMobileIMandPersonalExpression.However,thereisveryfewarticletodiscussaboutthehowIMuserattitudetowardstoE-CommerceinChina.ThispaperistryingtoemphasizethisareaandprovideusefulinformationtothepotentialentrepreneurswhowouldliketoenterE-CommercemarketinChina.7.ReferencesAjzen,I.andFishbein,M.,UnderstandingAttitudeandPredictingSocialBehavior,Prentice-Hall,1980,EnglewoodCliffs,NJ.Chen,L.,Gillenson,M.L.andSherrell,D.L.,Enticingonlineconsumers:anextendedtechnologyacceptanceperspective,InformationandManagement,Vol.39No.8,2002,pp.705-719.Davis,F.,Perceivedusefulness,perceivedeaseofuse,anduseracceptanceofinformationtechnology,MISQuarterly,Vol.13No.3,1989,pp.319-340.DavisF.D.,BagozziR.P.andWarshawP.R.,Useracceptanceofcomputertechnology:acomparisonoftwotheoreticalmodels,ManagementScience,Vol.35No.8,1989,pp.982-1003.DeLone,W.andMcLean,E.,Informationsystemssuccess:thequestforthedependentvariable,InformationSystemsResearch,Vol.3No.1,1992,pp.60-95.DeLone,W.andMcLean,E.,TheDeLoneandMcLeanModelofInformationSystemsSuccess:ATen-YearUpdate,JournalofManagementInformationSystems,2003,Vol.19,No.4,pp.9–30.DonnaL.Hoffman,ThomasP.Novak,ANewMarketingParadigmforElectronicCommerce,Routledge,partoftheTaylor&FrancisGroup,Vol.13No.,1997,pp.43-54.EllenIsaacs,AlanWalendowski,SteveWhittaker,DianeJ.SchianoandCandaceA.Kamm,Thecharacter,functions,andstylesofinstantmessagingintheworkplace,CSCW,2002,pp.11-20.Feng,Y.J.,BasicandPracticeofNetworkMarketing,TsinghuaUniversityPress,2004.Feng,Y.J.,NewThreeHillsofElectronicCommerce,,2003.Fishbein,M.andAjzen,I.,Belief,Attitude,IntentionandBehavior:AnIntroductiontoTheoryandResearch,Addison-Wesley,Reading,MA,1975.GefenD.,E-Commerce:theroleoffamiliarityandtrust,Omega,Vol.28No.6,2000,pp.725-737.Hackbarth,G.,Grover,V.andYi,M.Y.,Computerplayfulnessandanxiety:positiveandnegativemediatorsofthesystemexperienceeffectonperceivedeaseofuse,InformationandManagement,Vol.40No.3,2003,pp.221-32.Han,B.M.,Du,P.andLiu,H.Z.,TheSecurityandPaymentofElectronicCommerce,PostsandTelecomPress,2003.Heim,G.R.andSinha,K.K.,OperationalDriversofCustomerLoyaltyinElectronicRetailing:AnEmpiricalAnalysisofElectronicFoodRetailers.ManufacturingandServiceOperationsManagement,Vol.3No.3,2001,pp.264-271.Hemar,M.,Agenda:WhatEveryBusinessMustDoToDominateTheDecade,CITICPress,2002.Hosmer,L.T.,Trust:TheConnectingLinkbetweenOrganizationalTheoryandPhilosophicalEthics,AcademyofManagementReview,Vol.20,1995,pp.379-403.Igbaria,M.,Guimaraes,T.andDavis,G.B.,Testingthedeterminantsofmicrocomputerusageviaastructuralequationmodel,JournalofManagementInformationSystems,Vol.11No.4,1995,pp.87-114.Kotha,S.,Venkatachalam,M.andRajgopal,S.,TheRoleofOnlineBuyingExperienceasaCompetitiveAdvantage:EvidencefromThird-PartyRatingsforE-CommerceFirms.JournalofBusiness,Forthcoming,2003.Lee,M.,Astudyonthedeterminantsofserviceloyalty,KoreanMarketingResearch,Vol.14No.1,1999,pp.21-45.Lin,J.C.andLu,H.,Towardsanunderstandingthebehavioralintentiontouseawebsite,InternationalJournalofInformationManagement,Vol.20No.3,2000,pp.197-208.MathiesonK.,Predictinguserintentions:comparingthetechnologyacceptancemodelwiththetheoryofplannedbehavior,InformationSystemsResearch,Vol.2No.3,1991,pp.173-191.Morris,M.G.andDillon,A.,Howuserperceptionsinfluencesoftwareuse,IEEESoftware,Vol.14No.4,1997,pp.58-65.Nardi,B.A.,W,S.andBradner,E.,InteractionandOuteraction:InstantMessaginginAction,ComputerSupportedCooperativeWork,NewOrleans,Louisiana,USA,2000.Novak,T.P.,Hoffman,D.L.andYung,Y.F.,MeasuringtheCustomerExper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