摘要
互联网的出现丰富了原有的渠道形式，在线下实体渠道的基础上衍生出了线上渠道，而
随着移动通信技术的发展，移动互联网渠道以其独有的渠道特性，比如移动性、即时性、个
性化、娱乐性等，赢得了众多企业商家和消费者的青睐，企业纷纷建立自己的应用客户端
（APP），构建应用场景，推广自身 APP 系统和支付系统，抢占手机端用户，而 4G 技术的发
展和移动终端的普及为移动互联网渠道积攒了众多用户，用户的连接载体明显呈现电脑端向
手机端迁移的趋势。本文意在研究移动互联网背景下促使消费者完成此种迁移趋势的驱动因
素，为深入研究此趋势下如何为移动互联网背景下企业构建新的商业体系提供策略建议

通过对国内外相关文献（渠道相关理论研究、用户采纳相关理论研究）的认真研读，本
文总结归纳了 6 个自变量（感知行为控制、感知便利性、使用场景、感知个性化、外界影响、
感知娱乐性），建立了渠道转移研究模型。通过线上和线下的问卷调查，借助 SPSS 和 AMOS
统计分析软件对回收的有效问卷进行了数据统计分析，具体的分析方法包括描述性统计分析、
信效度分析、结构方程路径分析，样本差异性分析。研究结果表明感知便利性、感知娱乐性、
使用场景、外界影响、感知行为控制显著正向影响渠道转移意愿，使用场景显著正向影响感
知便利性、感知个性化、感知娱乐性，外界影响显著正向影响感知行为控制，研究模型的整
体解释力度达到 73.1%

关键词: 渠道转移；传统互联网渠道；移动互联网渠道II
Abstract
The appearance of the Internet has created new channels, online channel is a product of the
Internet. With the development of mobile communications technology and mobile Internet, mobile
internet channel has won popularity for its special channel characteristics, such as mobility,
immediacy, personalization, entertainment, etc. More and more enterprises have build their own
mobile applications and application scenarios to attract more mobile users, to popularize business app,
payment systems. The development of 4G and mobile devices make a channel transfer from PC to
mobile devices. This article is to explore factors that promote customers make a channel transfer from
Internet to mobile Internet, we hope the results can offer advice for new financial system building.
After carefully literature research, combining with domestic and foreign literature, we extracted
6 independent variables (Perceived Behavioral Control, Perceived Convenience, External Influence,
Perceived Personalization, Use Context, Perceived Entertainment), build consumer online-to-mobile
transfer model. We used questionnaire research to test participants’ channel transfer intention, with
SPSS and AMOS statistic and analysis software, we analyzed validated questionnaires to verify
hypothesis and research model, data analysis methods include Descriptive Statistics, Reliability
Analysis, Data Reduction, Factor Analysis, ANOVA Analysis, Structural Equation Model Path
Analysis. We found that Perceived Convenience, Perceived Entertainment, Use Context, External
Influence, Perceived Behavioral Control have a significantly positive effect on consumer channel
transfer intention. Use Context has a significantly positive effect on Perceived Entertainment,
Perceived Personalization and Perceived Convenience. External Influence has a significantly positive
effect on Perceived Behavioral Control.
The model explanatory power is 73.1%.
Key words: Channel Transfer；Internet Channel; Mobile Internet ChannelIII
目录
第一章 绪论....1
研究背景与意义........1
1.1.1 研究背景.......... 1
1.1.2 研究意义.......... 3
研究目标与方法........4
1.2.1 研究目标.......... 4
1.2.2 研究方法.......... 4
研究流程与框架........5
本章小结........7
第二章 相关理论综述9
渠道相关理论研究....9
2.1.1 渠道与渠道转移.......... 9
2.1.2 消费者渠道行为特征 10
2.1.3 渠道选择影响因素.... 11
2.1.4 电子商务与移动商务 13
用户采纳相关理论研究综述..........15
研究变量总结..........16
本章小结......16
第三章 研究假设与研究模型..........17
研究假设......17
3.1.1 感知便利性.... 17
3.1.2 感知个性化.... 17
3.1.3 感知娱乐性.... 18
3.1.4 外界影响........ 19
3.1.5 使用场景........ 19
3.1.6 感知行为控制 20
研究模型......20
本章小结......21
第四章 研究设计......22
问卷设计......22
4.1.1 变量测量........ 22
4.1.2 正式问卷........ 23
数据收集与分析方法..........23。。。以上简介无排版格式，详细内容请下载查看