研究移动电子商务消费者信任影响因素和测量

发布时间：2018-05-16 06:38

本文选题：移动电子商务 + 消费者信任　；参考：《安徽工业大学》2011年硕士论文

【摘要】：当前,移动通信技术突飞猛进,手机与终端产品市场繁荣,人们处在高科技、高效率的时代,电子商务渐渐向着更方便、更迅速的移动电子商务转变。移动电子商务有着传统电子商务无法比拟的优势,它打破了地域、政治和时间的障碍,提高了消费者购物的效率和质量。移动商务能否取得成功取决于消费者对它的信任,这也成了学者们研究的热点,并且已经取得了一定的研究成果。比较移动电子商务与传统电子商务,二者的应用终端不一样,应用网络不一样,这些使得移动电子商务信任影响因素不能简单地从传统电子商务那里复制而来。因此对移动电子商务的信任影响因素的研究,成为了市场的新课题。在阅读大量参考文献和相关研究结果并进行比较分析之后,本文将移动电子商务中消费者信任的影响因素概括为三个方面:安全性(包括卖家可信度;网站、媒介安全性;第三方认证有效性)、平台可信度(包括移动技术水平及信誉;平台易操作性;信任倾向)、愉悦度(包括熟悉度;买卖双方的互动性;网络/媒介导航功能),一共9个影响因素,并利用结构方程建立了这些影响因素与消费者信任关系的影响模型。本文采用Likert5量表设计了与本研究相关的调查问卷,并在网上对各类人群进行了调查,发出220份调查问卷,收回有效问卷199份,收集整理之后利用统计分析软件spss对数据进行信度和效度分析,所得数据可信有效的基础上构建了移动电子商务中影响消费者信任的影响模型,利用结构方程模型(SEM)给出这些影响因素的测度指标体系,证实该模型在移动电子商务领域有一定的参考价值,并给市场决策提供参考。
[Abstract]:At present, with the rapid development of mobile communication technology, the market of mobile phone and terminal products is booming. People are in the era of high technology and high efficiency. Mobile E-commerce has unparalleled advantages in traditional E-commerce. It breaks the obstacles of region, politics and time, and improves the efficiency and quality of consumer shopping. The success of mobile commerce depends on the trust of consumers, which has become the focus of scholars, and has made some research results. Compared with traditional electronic commerce, mobile electronic commerce has different application terminals and different application networks, which makes the factors that affect trust in mobile electronic commerce can not be simply copied from traditional electronic commerce. Therefore, the research on the factors influencing the trust of mobile e-commerce has become a new topic in the market. After reading a large number of references and relative research results, this paper generalizes the influencing factors of consumer trust in mobile e-commerce into three aspects: security (including seller's credibility, website, media security); Third party certification validity, platform credibility (including mobile technology level and credibility; platform ease of operation; trust inclination, pleasure (including familiarity; interaction between buyers and sellers; network / media navigation function), a total of 9 factors, The influence model of these factors and the relationship of consumer trust is established by using structural equation. In this paper, Likert5 scale was used to design the questionnaire related to this study, and a survey was conducted on various groups of people on the Internet, 220 questionnaires were sent out, and 199 valid questionnaires were collected. The reliability and validity of the data are analyzed by statistical analysis software spss, and the model of influencing consumer trust in mobile e-commerce is constructed on the basis of credible and effective data. The structural equation model (SEM) is used to give the measurement index system of these influencing factors. It is proved that the model has certain reference value in the field of mobile electronic commerce and provides a reference for market decision.
【学位授予单位】：安徽工业大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：F274;F724.6;F224

【参考文献】