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为解释和预测用户采纳个人云存储的行为,文章以TAM、网络外部性理论、信任理论为基础,结合访谈调研,构建了个人云存储用户采纳模型,使用调查问卷收集数据,通过结构方程模型分析对模型进行实证检验。研究发现,个人云存储的网络外部性对用户采纳意向影响最高,其次是感知有用性、个人创新精神、感知信任、感知易用性和主观规范,另外,云存储特征是最重要的间接影响因素,其次是认知度和感知风险。根据研究发现,文章从个人云存储产品设计、营销策略、市场管理和用户引导四个方面提出了实践启示。
In order to explain and predict the behavior of personal cloud storage, the article builds a personal cloud storage user adoption model based on TAM, network externalities theory and trust theory, and interviews with researchers to collect data using the questionnaire to analyze the data through structural equation modeling Test the model empirically. The research found that the network externalities of personal cloud storage have the highest impact on users’ adoption intention, followed by perceived usefulness, personal innovation, perceived trust, perceived ease of use and subjective norms. In addition, cloud storage characteristics are the most important indirect influencing factors , Followed by awareness and perceived risk. According to the research findings, the article put forward practical enlightenment from the personal cloud storage product design, marketing strategy, market management and user guidance.