| 摘要: | 研究期間：10108~10207;Internet user behavior has been one of the major research focuses in electronic commerce research, since the fast paced proliferation of Internet applications. However, the majority of user behavior focused on usage intention, especially that of planned behavior. A large proportion of past literature is founded on the Theory of Reasoned Action (TRA), Theory of Planned Behavior, and the Technology Acceptance Model (TAM). These tracks of research, based on the reasoning of Belief, Attitude, Intention and Behavior, did seem to explain some of the variance in user behavior. Other research attempted to extend other theoretical foundations as the operationalization of some of the major constructs. For example, Bandura’s Efficacy construct has seen its use as a surrogate for Behavioral Control. Much of the research stopped at the Intention phase. If the world is all rational, Intention can indeed be an excellent predictor for actual behavior. However, in the real world, many factors may step in and distort the relationship between intention and behavior. Users may do things that are unplanned, due to reasons like mood, impulse or flow experience. This three-year research attempts to go through a theoretical building process, to derive at a model that incorporates both the planned and unplanned types of determinants that lead to behavior. The major skeleton of the model will be TPB, appended with factors like impulse and flow experience. A series of empirical studies will be carried out to test the proposed model. The context of the empirical studies will be social network communities (like Facebook), and online shopping. |
