网上至移动环境下的信任转移模型及其实证研究

发布时间：2018-07-29 20:06

【摘要】：移动证券服务是移动通信技术在证券行业的一个新兴应用。相对于传统的电话交易服务和网上证券交易服务,移动证券服务拥有诸如随时随地、方便性和私密性等优势。然而,采用移动证券服务进行股票交易的用户人数远远小于采用其它方式的用户数量。其主要原因是投资者缺乏对移动证券服务的初始信任,从而影响到他们接受和使用移动证券服务。本研究的目的是探索信任转移是否是建立移动证券服务初始信任的有效途径,分析了投资者对网上证券服务的信任是如何影响其对移动证券的感知,以及影响移动证券初始信任和使用意向的其它重要因素,并对信任从网上环境向移动环境的转移情况进行了实证研究。研究结果表明,网上证券服务的信任不仅直接影响移动证券服务的初始信任,而且通过移动环境下的结构保证和感知的有用性间接影响移动证券服务的初始信任。同时,感知的有用性、结构保证和信息质量等因素对移动证券的初始信任都有显著影响。但是,便利性和感知的易用性对移动证券服务初始信任的影响并不显著。
[Abstract]:Mobile securities service is a new application of mobile communication technology in securities industry. Compared with traditional telephone trading services and online securities trading services, mobile securities services have advantages such as anytime, anywhere, convenience and privacy. However, the number of users trading shares using mobile securities services is much smaller than the number of users using other methods. The main reason is that investors lack initial trust in mobile securities services, which affects their acceptance and use of mobile securities services. The purpose of this study is to explore whether trust transfer is an effective way to establish the initial trust in mobile securities services, and to analyze how investors' trust in online securities services affects their perception of mobile securities. As well as other important factors that affect the initial trust and intention of use of mobile securities, and the transfer of trust from online environment to mobile environment is studied empirically. The results show that the trust of online securities services not only directly affects the initial trust of mobile securities services, but also indirectly affects the initial trust of mobile securities services through structural assurance and perceived usefulness in mobile environments. At the same time, perceived usefulness, structure assurance and information quality have significant effects on the initial trust of mobile securities. However, convenience and perceived ease of use have little effect on the initial trust of mobile securities services.
【作者单位】：华南农业大学经济管理学院;华中科技大学管理学院;
【基金】：国家自然科学基金项目(70971049、70731001) 教育部新世纪优秀人才支持计划(NCET-08-0233)资助
【分类号】：F832.51;F626;F224

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