技术交易中的用户行为与市场策略研究

以技术采纳理论中的UTAUT模型为研究框架，纳入风险认知要素，构建技术市场用户行为分析模型，通过模型中绩效预期、付出预期、社会影响、促成条件和风险认知五个要素系统分析其与技术市场中用户认知和行为的关系，并提出多重整合、市场推广及风险控制三项策略，最后指出技术市场用户行为未来研究的两个方向。

Research on User Behavior and Market Strategies in Technology Market

The paper employs the unified theory of acceptance and use of technology(UTAUT), one of the technology adoption theories, as research framework to construct analytical model of user behavior in technology market, introduces ‘perceived risk’ to analyze the relationship between user cognitive, behavior and five affecting factors, i.e., performance expectancy, effort expectancy, social influence, facilitating conditions and perceived risk, proposes three pertinent strategies involving mulriple integration, market popularization and risk control, and finally indicates two research aspects for future.