基于TAM理论的农村用户拼多多APP使用意愿研究

Research on Rural Users’ Intention to Use Pinduoduo APP Based on TAM

摘要: 本文在科技接受模型(TAM)的基础上，加入信任和数字素养水平两个变量，通过实证分析探究各个变量对农村用户拼多多使用意愿的影响。通过回归检验发现，数字素养水平、信任、态度以及感知易用性和有用性都直接或间接地影响了农村用户对拼多多的使用意愿。根据研究结果，提出相应对策建议，为我国电商在乡村地区发展提供借鉴，更好地赋能乡村经济。

Abstract: Based on the technology acceptance model (TAM), this paper adds two variables, trust and digital literacy level, and explores the impact of each variable on rural users’ willingness to use Pinduoduo through empirical analysis. Through regression test, it is found that the level of digital literacy, trust, attitude and perceived ease of use and usefulness all directly or indirectly affect rural users’ willingness to use Pinduoduo. According to the research results, the corresponding countermeasures and suggestions are put forward to provide reference for the development of China’s e-commerce in rural areas and better empower rural economy.