CAJ | 학술논문

为探究移动搜索行为的关键影响因素，整合TAM与TTF模型，构建移动搜索行为影响因素的结构方程模型。以移动搜索用户为调查对象，通过网络调查，共回收313份有效问卷，使用PLS对模型进行验证。结果表明，移动搜索意向和任务技术适配度显著地影响移动搜索行为，并且感知有用性、感知易用性和感知趣味性对移动搜索意向具有显著的正向影响作用，任务技术适配度显著地影响移动搜索行为，同时受到搜索任务特征和移动搜索技术特征的正向影响。
위탐구이동수색행위적관건영향인소，정합TAM여TTF모형，구건이동수색행위영향인소적결구방정모형。이이동수색용호위조사대상，통과망락조사，공회수313빈유효문권，사용PLS대모형진행험증。결과표명，이동수색의향화임무기술괄배도현저지영향이동수색행위，병차감지유용성、감지역용성화감지취미성대이동수색의향구유현저적정향영향작용，임무기술괄배도현저지영향이동수색행위，동시수도수색임무특정화이동수색기술특정적정향영향。
To explore the key influencing factors of the mobile search behavior, this study builds a structural equation model of mobile search behavior from the integrated perspective of TAM and TTF. It investigates mobile search users and collects 313 valid responses. Par-tial least squares ( PLS) is used to test the research model, and the results indicate that perceived usefulness, perceived ease of use and per-ceived playfulness affect users' intentions to use mobile search;the fit between search task and technology characteristics ( TTF) has impact on mobile search; TTF is significantly and positively affected by the characteristics of search task and the characteristics of mobile search technology.