TAM_可靠性和使用能力对用户采纳移动银行服务的影响

MANAGEMENTREVIEWVol.21No.012009（，430074）（TAM），、、、，，。：TAM；；、：2007-04-13：(70731001)；(06BJY101)。：，，；，，；，，。200786.08。。。。。、。TAM,SPSSPLSGraph3.0。1、TAM。[1]。TAMbeliefPerceivedUsefulness-PUPerceivedEaseofUse-PEOU[2]。AttitudeBehaviorIntentionTAM。。。59Vol.21No.012009TAM。[3]。GSM。。。。H1H2H3H4aH4b。TAM。TAMTAM。VenkateshDavisTAM4、3TAM2[4]。VenkateshTAM“”UTAUT、、[5]。DishawStrongTAMTTF[6]。。、。2、。Gefen[7]。。、。perceivedcredibility[8]。。。H4cH5。3、。[9]。Hung[10]。、。。H6。4、PerceivedBehaviorControl[11],。TAM[12]。。WAP60MANAGEMENTREVIEWVol.21No.012009。H7aH7b。1。。。。1。。,,。Likert。pre-test。10。、、。、、MBA、。36020958.06%。84.7％182411297。。。CNNIC200711PUPU1[2]PU2PU3PU4PEOUPEOU1PEOU2PEOU3PCPC1[8]PC2PBCPBC1[12](、)PBC2PSCPSC1[13](、)PSC2ATAT1[12]AT2AT3ININ1IN2IN361Vol.21No.012009WAP18～24。85.3%。、、。、。。1、1、、、。η1=γ11ξ1+ζ1η2=γ12ξ1+ζ2η3=γ13ξ1+ζ3η4=γ14ξ1+γ24ξ2+β14η1+β24η2+ζ4η5=β15η1+β35η3+β45η5+ζ5[14][15]PLS。[16]。PLS[17]。PLS[18]。PLS10。209。PLSGraph3.0PLS。。2、1。。。KMOKMO0.5[19]。209SPSS13.0KMO0.860。7173.189%0.50.5。2。。FornellLarckerCompositeReliability[20]AVEAverageVarianceExtracted2。2Cronbach’sAlpha。CR0.85Cronbach’sAlpha0.72Nunally[21]。AVE0.5FornellLarcker。4AVE。AVE。3。PLSGraph3.0pathcoefficientR2。。R2,,。PLSGraph3.0R262MANAGEMENTREVIEWVol.21No.0120092。48.8％R2=0.48867.4％R2=0.674。T4。TAMTAM22AVECRAlphaPUPU14.791.1820.8790.7710.9310.899PU24.751.1160.913PU34.861.1160.863PU44.711.2610.855PEOUPEOU14.801.1840.9140.7860.9170.862PEOU2P4.831.1500.899EOU34.581.2720.844PCPC13.651.4730.9020.8250.9040.787PC23.691.4880.914PBCPBC14.112.2830.7630.7470.8520.746PBC25.001.6200.983PSCPSC14.531.3270.8740.7880.8810.729PSC24.201.4640.900ATAT14.351.1720.8870.8170.9300.886AT24.361.2490.925AT34.461.3410.899ININ14.401.3760.9040.8250.9340.894IN23.871.3730.924IN33.721.4080.898：AVE=∑λi2（∑λi2）+（∑（1-λi2）），CR=(∑λi)2（∑λi）2+（∑（1-λi2）），λi。3：AVE。PUPEOUPCPBCPSCATINPU0.878PEOU0.4060.887PC0.2790.2840.908PBC0.092-0.032-0.0150.864PSC-0.213-0.200-0.1310.0670.888AT0.6180.3630.4790.113-0.1700.904IN0.5590.3350.4780.058-0.2250.6170.9082R2TTH1β4516.3***H4cγ123.14***H2β151.66*H5β244.93***H3β148.09***H6γ240.133H4aγ115.66***H7aβ130.367H4bγ141.18H7bβ350.9014:*0.1，**0.01，***0.001。3TAMR263Vol.21No.012009。0.1350.563。39.7%。23TAM。0.3200.001。[22]LISRELPLS、。123TAM。[22]。。106。0.4990.322。0.10.001。。。。。。。。0.10.15。。TAM、。TAMPLSGraph39.7%48.8%TAM。。。。TAM。、。。。。。。64MANAGEMENTREVIEWVol.21No.012009[1]Davis,F..PerceivedUsefulness,PerceivedEaseofUse,andUserAcceptanceofInformationTechnology[J].MISQuarterly,1989,13(3):319-340[2]Davis,F.,R.Bagozzi,andP.Warshaw.Useracceptanceofcomputertechnology:Acomparisonoftwotheoreticalmodels[J].ManagementScience,1989,35(8):982-1004[3],..[J],2006,18(3):93-98[4]Venkatesh,V.andF.D.Davis.Atheoreticalextensionofthetechnologyacceptancemodel:fourlongitudinalfieldstudy[J].ManagementScience,2000,45(2):186-204[5]Venkatesh,V.,M.Morris,G.DavisandF.Davis.UserAcceptanceofInformationTechnology:TowardAUnifiedView[J].MISQuarterly,2003,27(3):425-478[6]Dishaw,M.T.andD.M.Strong.Extendingthetechnologyacceptancemodelwithtask-technologyfitconstructs[J].Information&Management,1999,36(1):9-21[7]Gefen,D.,E.KarahannaandD.W.Straub.TrustandTAMinonlineshopping:Anintegratedmodel[J].MISQuarterly,2003,27(1):51-90[8]Wang,Y.S.,Y.M.Wang,,H.H.LinandT.I.Tang.Determinantsofuseracceptanceofinternetbanking:Anempiricalstudy[J].InternationalJournalofServiceIndustryManagement,2003,14(5):501-519[9]Mathieson,K.,E.PeacockandW.W.Chin.Extendingthetechnologyacceptancemodel:Theinfluenceofperceiveduserresources[J].DATABASEforAdvancesinInformationSystems,2001,32(3):86-112[10]Hung,S.Y.,C.Y.KuandC.M.Chang.CriticalfactorsofWAPservicesadoption:anempiricalstudy[J].ElectronicCommerceResearchandApplications,2003,2(1):42-60[11]Ajzen,I.Thetheoryofplannedbehavior[J].OrganizationalBehaviorandHumanDecisionProcesses,1991,50(2):179-211[12]Taylor,S.andP.A.Todd.Understandinginformationtechnologyusage:Atestofcompetingmodels[J].InformationSystemsResearch,1995,6(2):144-176[13]Wu,J.H.andS.C.Wang.Whatdrivesmobilecommerce?Anempiricalevaluationoftherevisedtechnologyacceptancemodel[J].Information&Management,2005,42(5):719-729[14],,,.[J].,2006,18(3):47-53[15],,..[J]2006181131-38[16]Goodhue,D.,W.Lewis,R.Thompson.PLS,SmallSampleSize,andStatisticalPowerinMISResearch.HICSS’06.Proceedingsofthe39thAnnualHawaiiInternationalConferenceonSystemSciences,2006,804-07[17]Chin,W.W..PartialLeastSquaresistoLISRELasprincipalcomponentsanalysisistocommonfactoranalysis[J].Technology。WAP。。。PLS,,。。。。65Vol.21No.012009Studies,1995,2(2):315-319[18].[J].,2006,18(1):57-62[19]Kaiser,H.F.Anindexoffactorialsimplicity[J].Psychometrika,1974,39:31-36[20]Fornell,C.andD.F.Larcker.Evaluatingstructuralequationmodelswithunobservablevariablesandmeasurementerror[J].JournalofMarketingResearch,1981,18(1):39-50[21]Nunally,J.C..PsychometricTheory[M].NewYork,McGraw-HillBookCompany,1978[22],.[J].,2007,12(6):59-65AnEmpiricalStudyofMobileBankingAdoptionBasedonPLSDengZhaohua,LuYaobinandZhangJinlong(SchoolofManagement,HuazhongUniversityofScienceandTechnology,Wuhan430074)Abstract:ThisstudyappliesTAM,perceivedcredibility,perceivedbehaviorcontrol