CAJ | 학술논문

MOA模型由动机(Motivation)、机会(Opportunity)、能力(Ability)三个核心构念组成,动机是导致行为发生的直接原因,而机会和能力则对这一过程产生调节作用.通过模型构建和实证分析,验证了知识获取行为动力的MOA模型中的有效成分:动机部分,包括认知兴趣、自我提升;能力部分,包括知识需求的编码、知识查询过程的控制;机会部分,包括感知的易用性和感知的经济性.
MOA모형유동궤(Motivation)、궤회(Opportunity)、능력(Ability)삼개핵심구념조성,동궤시도치행위발생적직접원인,이궤회화능력칙대저일과정산생조절작용.통과모형구건화실증분석,험증료지식획취행위동력적MOA모형중적유효성분:동궤부분,포괄인지흥취、자아제승;능력부분,포괄지식수구적편마、지식사순과정적공제;궤회부분,포괄감지적역용성화감지적경제성.
MOA model is composed of three core constructs: motivation (M), opportunities (O), and Ability (A). Motivation is the direct cause of the behavior;opportunity and ability play a regulatory role in this process. Through model construction and empirical analy-sis, this paper has validated the active ingredients in MOA model of knowledge seeking behavior:the motivation part includes cognitive in-terests and self-enlightenment;ability part includes knowledge-needs codification and knowledge-query control;and opportunity part in-cludes perceived ease of use, and perceived economic of use.