摘 要
随着移动互联网技术的迅猛发展，移动电子商务已成为现代商业领域的重要组成部分，其用户接受度与行为模式的研究对于提升平台运营效率和用户体验具有重要意义本研究以移动电子商务为研究对象，基于技术接受模型(TAM)扩展框架，结合感知风险、社会影响及信任等关键因素，探讨用户接受度的影响机制，并进一步分析用户在移动电子商务中的行为模式研究采用定量与定性相结合的方法，通过问卷调查收集数据，并运用结构方程模型(SEM)对假设进行验证结果表明，感知有用性和感知易用性仍是影响用户接受度的核心因素，而感知风险和信任水平在用户决策过程中起到显著的调节作用此外，社会影响在一定程度上强化了用户的使用意愿研究还发现，不同用户群体在移动电子商务中的行为模式存在显著差异，例如高频用户更注重便利性和个性化服务，而低频用户则更关注安全性和价格因素本研究的创新点在于将社会影响和信任纳入TAM框架，构建了更为全面的理论模型，同时通过细分用户群体深入剖析了行为模式的异质性特征主要贡献包括为移动电子商务平台优化设计和服务策略提供了理论依据，也为未来相关研究拓展了新的视角和方向
关键词：移动电子商务；技术接受模型(TAM)；用户接受度；行为模式；信任水平
Abstract
With the rapid development of mobile internet technology, mobile e-commerce has become a crucial component of modern commerce. Research on user acceptance and behavior patterns in this domain is vital for enhancing platform operational efficiency and user experience. This study focuses on mobile e-commerce, employing an extended fr amework of the Technology Acceptance Model (TAM) that incorporates key factors such as perceived risk, social influence, and trust to explore the mechanisms influencing user acceptance and further analyze user behavior patterns in mobile e-commerce. A mixed-methods approach combining quantitative and qualitative research was adopted, with data collected through questionnaires and hypotheses tested using Structural Equation Modeling (SEM). The results indicate that perceived usefulness and perceived ease of use remain core factors affecting user acceptance, while perceived risk and trust levels play significant moderating roles in the user decision-making process. Additionally, social influence partially strengthens users' intention to adopt mobile e-commerce services. The study also reveals significant differences in behavior patterns among different user groups; for instance, high-frequency users prioritize convenience and personalized services, whereas low-frequency users are more concerned with security and price factors. The innovation of this study lies in integrating social influence and trust into the TAM fr amework to construct a more comprehensive theoretical model, while also providing an in-depth analysis of the heterogeneity of behavior patterns by segmenting user groups. The primary contributions include offering theoretical support for optimizing the design and service strategies of mobile e-commerce platforms and expanding new perspectives and directions for future related research.
Keywords: Mobile E-Commerce; Technology Acceptance Model (Tam); User Acceptance; Behavioral Pattern; Trust Level
目 录
一、绪论 1
（一）移动电子商务研究背景与意义 1
（二）用户接受度与行为模式的研究现状 1
（三）研究方法与技术路线 2
二、用户接受度的影响因素分析 2
（一）技术接受模型的应用与扩展 2
（二）信任与安全对用户接受度的影响 3
（三）使用便利性与感知价值的作用机制 3
（四）社会规范对用户行为的引导作用 4
（五）影响因素的综合框架构建 4
三、用户行为模式的特征与驱动机制 5
（一）移动电子商务中的用户行为分类 5
（二）行为模式的时间与空间特征分析 5
（三）动机驱动下的购买决策过程 6
（四）用户忠诚度与重复购买行为的关系 6
（五）行为模式的动态演化机制 7
四、实证研究与案例分析 7
（一）数据收集与研究方法设计 7
（二）用户接受度的实证结果分析 8
（三）行为模式的量化特征研究 8
（四）典型案例的对比分析与启示 9
（五）研究发现与理论贡献 9
结论 10
参考文献 11
致 谢 12
