【目的/意義】對影響用戶使用互聯網的意愿的關鍵因素進行分析,有利于對網絡用戶的網絡使用行為及使用動機進行深入研究。【方法/過程】基于消費者行為理論模型,以網絡用戶作為研究對象,建立了用戶接受互聯網的關鍵影響因素研究模型。運用問卷調查法,通過SPSS17.0和AMOS軟件對提出的假設進行驗證。【結果/結論】研究表明,互聯網功能、互聯網的特點、休閑娛樂需求、使用態度、用戶情感5個方面對用戶使用意愿具有正向影響作用;查詢信息需求、主觀規范、對用戶使用意愿具有負向作用。

【Purpose/significance】The analysis of the key factors that affect users’ willingness to use the Internet will help to further study the behavior and motivation of Internet users.【Method/process】Based on the theory of consumer behavior,taking the network users ad research subjects the model of influencing factors of network user behavior is established. Using the questionnaire to survey, the hypothesis is validated by SPSS 17.0 and AMOS software.【Result/conclusion】The results show that the six aspects of Internet function, Internet characteristics, leisure and entertainment, using attitude and user emotion have positive influence on using intention effect. The communication needs, query information requirements,subjective norms needs have negative effect on using intention.