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초록
영어
With the proliferation of Mobile SNS, understanding users’ acceptance behavior has become an important issue for researchers and service providers. Relevant studies have focused on the acceptance of SNS, little research have been conducted to investigate the gender’s moderating effects of Mobile SNS. This paper incorporates perceived enjoyment with UTAUT theory as research base model and investigates the difference between male and female users in the acceptance of Mobile SNS. Data collected from 359 respondents in China is analyzed. The analysis result shows that gender moderates the effects of Social Influence on Behavioral Intention and Facilitating Conditions on Use Behavior.
목차
Abstract
1. Introduction
2. Literature Review and Theoretical Background
2.1. Technology Acceptance and UTAUT Theory
2.2. SNS Acceptance
2.3. Moderating Effects of Gender
2.4. Perceived Enjoyment
3. Research Hypotheses and Model
3.1. Gender, PE and BI
3.2. Gender, EE and BI
3.3. Gender, SI and BI
3.4. Gender, FC and UB
3.5. Gender, PEM and BI
3.6. Gender, BI and UB
3.7. Research Model
4. Research Methodology
4.1. Research Design
4.2. Survey and Data Collection
5. Data Analysis and Results
5.1. Reliability Analysis
5.2. Validity Analysis
5.3. Confirmatory Factor Analysis
5.4. Moderating Effects of Gender
6. Discussions and Implications
7. Conclusions, Limitations and Future Studies
Acknowledgements
References
1. Introduction
2. Literature Review and Theoretical Background
2.1. Technology Acceptance and UTAUT Theory
2.2. SNS Acceptance
2.3. Moderating Effects of Gender
2.4. Perceived Enjoyment
3. Research Hypotheses and Model
3.1. Gender, PE and BI
3.2. Gender, EE and BI
3.3. Gender, SI and BI
3.4. Gender, FC and UB
3.5. Gender, PEM and BI
3.6. Gender, BI and UB
3.7. Research Model
4. Research Methodology
4.1. Research Design
4.2. Survey and Data Collection
5. Data Analysis and Results
5.1. Reliability Analysis
5.2. Validity Analysis
5.3. Confirmatory Factor Analysis
5.4. Moderating Effects of Gender
6. Discussions and Implications
7. Conclusions, Limitations and Future Studies
Acknowledgements
References
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