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نقش صفات روانی و عوامل اجتماعی در استفاده از خدمات جدید ارتباطی همراه

چکیده

درک بهتر از فرآیند تصمیم گیری کاربر به ارائه دهندگان خدمات بینش بیشتری در مورد عوامل مؤثر بر استفاده کاربران از خدمات جدید و توسعه خدمات آینده می دهد. فرض ما در این پژوهش این است که عوامل تعیین کننده کلیدی تمایلات رفتاری برای استفاده از خدمات ارتباط از راه دور شامل خدمات پیام های چند رسانه ای، ویژگی های روانشناختی کاربران و عوامل اجتماعی هستند. این پژوهش به جنبه های تأثیر اجتماعی و اجتماعی-شناختی ای که نظریات پذیرفته شده رفتار فردی ای هستند که رفتار استفاده از خدمات پیام های چند رسانه ای را بررسی می کنند، پرداخته است. پژوهشی تجربی در مورد کاربران جدید خدمات پیام های چند رسانه ای در کره جنوبی صورت گرفته است. تحلیل حداقل مربعات جزئی بر اهمیت نقش اعتبار خدمات، مزایای نسبی، و سادگی استفاده ی ملاحظه شده در نگرش کاربر و تمایل وی به استفاده از خدمات پیام های چند رسانه ای صحه گذاشته است. این پژوهش، عوامل کلیدی ویژگی های خدمات تکنولوژیک و ویژگی های روانشناختی شخصی مؤثر بر تمایل مشتری به استفاده از خدمات پیام های چند رسانه ای را در نظر گرفته است. تحلیل تجربی نشان داده است که ویژگی های روانشناختی احساس خود ارزشمندی و تأثیر اطرافیان، مهمترین عوامل در ایجاد تمایل به استفاده از خدمات از راه دور جدید هستند.

1. مقدمه

خدمات پیام های چند رسانه ای (MMS) تحول بعدی در خدمات از راه دور هستند که به کاربران امکان برقراری ارتباط از طریق چند رسانه هایی مانند گرافیک، تصاویر، کلیپ های صوتی، و کلیپ های تصویری، و همچنین پیام متنی را می دهند (سو و همکاران، 2007؛ لی و همکاران، 2007). MMS تکامل خدمات پیام های کوتاه (SMS) است، که اکنون کاربران زیادی دارد، به ویژه در اروپا و آسیا. با این خدمات پیشرفته تر، اطلاعات و سرگرمی ها، فارغ از اندازه و قالب، می توانند از یک گوشی موبایل به گوشی موبایل دیگر، و بین دستگاه های متفاوت (اسمارت فون ها، دوربین های دیجیتالی، رایانه ها)، و بین سایر خدمات (میکروبلاگ ها، جوامع آنلاین، خدمات شبکه های اجتماعی) انتقال یابند. MMS با فائق آمدن بر محدودیت های ارتباط از طریق قالب پیام های متنی ساده، می تواند ارتباطات از راه دور برای تعاملات بشری را به حوزه های اجتماعی و کسب و کار گسترش دهد. MMS به عنوان پیشرفت خدمات ارتباط از راه دور، نه تنها تبدیل به استانداردی برای ارتباطات از راه دور شده است، بلکه خدمتی اجتماعی برای بهینه ساختن ارتباطات گروهی، تبلیغات، بازاریابی، و تجارت شده است. بعلاوه، MMS با پیشرفت تکنولوژی های ارتباط شبکه 3G و 4G، به برنامه کاربردی ای ضروری برای ارتباطات اجتماعی تبدیل شده است. MMS دورنمای ارتباطات از راه دور را دگرگون کرده، آن را از همیشه خصوصی تر، فراگیر تر، و رسا تر کرده است (سو و همکاران، 2007).


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