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为探索不同学历专业背景用户的个人云存储采纳行为的差异,为云存储服务商及相关者制定产品策略、营销策略等提供依据,文章通过构建个人云存储用户采纳行为模型,使用调查研究获取数据,使用PLS结构方程模型分析计算机专业背景和非计算机专业背景用户的个人云存储采纳行为。结果显示:两类用户在感知易用性、感知风险、主观规范和网络外部性的影响方面存在差异。进而从两类用户的计算机软件使用经验、信息技术的理解、学习和工作中对网络资源的利用、朋友圈的特征等方面分析差异形成的原因。建议应考虑不同人群的差异设计和营销个人云存储产品。
In order to explore the differences of personal cloud storage adoption behaviors among different academic backgrounds, this paper provides evidences for cloud storage service providers and their stakeholders to formulate product strategies and marketing strategies. The article builds a personal cloud storage user adoption behavior model and uses research to obtain data , Using the PLS structural equation model to analyze the user’s personal cloud storage adoption behavior in computer professional background and non-computer professional background. The results show that there are differences between the two types of users in perceived ease of use, perceived risk, subjective norms and the impact of network externalities. And then from the two types of users of computer software experience, understanding of information technology, learning and work on the use of network resources, the characteristics of the circle of friends and other aspects of the formation of the reasons for the analysis. It is suggested that the design and marketing of personal cloud storage products should be considered in the light of differences among different groups of people.