移动电商APP在线信任结构探索及其对消费者使用意愿的影响研究

发布时间：2018-07-02 09:59

本文选题：在线信任 + 用户体验　；参考：《华中科技大学》2016年硕士论文

【摘要】：伴随着社会信息化进程的加快,移动互联技术的发展,移动电商逐渐成为优势并且迅速扩大了电商的使用范围。同时,移动电商也在挑战着传统电子商务的竞争形态、价格、技术等,这种趋势造成体验经济的快速发展,用户体验逐渐成为了决定移动电子商务竞争和发展的重要因素。与此同时,移动电子商务发展也面临着管理方式不适应、诚信体制不健全、市场秩序不规范等问题,尤其是信任问题,制约其发展的同时也获得了广泛企业、学者和消费者的关注。以往学者关于在线信任的研究,多从营销学、管理学和计算机科学的视角出发,侧重于研究在线信任的影响因素,缺乏对在线信任结构的探索和测量工具的优化。此外,目前关于移动APP用户体验的学术研究总体来说非常少,大部分是企业的用户研究员对公司产品的可用性测试方面的研究,一般更注重产品的设计和功能的可用性和易用性,较少关注心理层面的体验和感受。本研究通过文献研究、焦点小组访谈、专家评估、数据统计等方法,编制了移动电商APP在线信任评估量表,探讨了在线信任及其各个维度在用户体验和消费者使用意愿之间所起的中介作用,最终的结论主要包括:(1)移动电商APP在线信任是一个一阶四因子的心理结构,包括基于能力的信任、基于正直的信任、基于善意的信任和基于安全的信任。本研究所编的问卷信效度符合统计学标准,结构效度和内容效度良好,其中各因子的内部一致性系数分别为0.798,0.840,0.712,0.764,总问卷的内部一致性系数为0.915。(2)消费者对移动电商APP的整体信任水平偏低,这说明消费者对移动电商APP的信任持不确定态度,并在一定程度上倾向于信任。在信任的子维度上,能力维度的信任水平最高,正直维度的信任水平最低。消费者对移动电商APP的体验维持在中等水平以上,其中认知体验水平最高。(3)不同性别、年龄、学历、家庭居住地的消费者在移动电商APP用户体验、在线信任和使用意愿水平上没有显著差异。但在感官体验维度上,男女性别存在显著差异,女生的移动电商APP感官体验水平显著优于男生。(4)网购年龄对移动电商在线信任水平没有显著影响,但在能力维度上存在显著差异。网购年龄对APP用户体验、认知体验和情感体验均有显著影响。网购年龄对消费者使用移动电商APP的意愿也存在显著影响。(5)移动电商APP用户体验、在线信任和使用意愿三者之间呈显著正相关;移动电商APP认知体验、情感体验、能力维度信任和安全维度信任显著正向预测消费者使用移动电商APP的意愿。(6)能力维度信任和安全维度信任在情感体验和使用意愿之间起部分中介作用,能力维度信任还在在认知体验和使用意愿之间起部分中介作用,但总的在线信任、正直维度信任和善意维度信任在用户体验的各个维度和使用意愿之间的中介效应不显著。
[Abstract]:With the rapid development of the social information process and the development of mobile Internet technology, mobile e-commerce has gradually become the advantage and rapidly expanded the scope of the use of e-commerce. At the same time, mobile e-commerce is challenging the competition form, price and technology of traditional e-commerce. This trend has made the rapid development of the experience economy, and the user experience has gradually become the same. At the same time, the development of mobile e-commerce is also facing problems such as unsuitable management mode, imperfect credit system and unstandardized market order, especially the problem of trust, which restrict its development and attract the attention of extensive enterprises, scholars and consumers. The research on line trust, mainly from the perspective of marketing, management and computer science, focuses on the research on the influencing factors of online trust, the lack of exploration and measurement of online trust structure and the optimization of measurement tools. In addition, the current academic research on the user experience of mobile APP is very small, most of which are users of enterprises. The research on the usability testing of the company's products generally pays more attention to the usability and usability of the product design and function, less attention to the psychological experience and feeling. This study has compiled the APP online trust assessment scale of mobile e-commerce by literature research, focus group interview, expert evaluation, data statistics and so on. The intermediary role of trust and its various dimensions between user experience and consumer willingness to use, the final conclusions are as follows: (1) the online trust of the mobile e-commerce APP is a first order four factor psychological structure, including ability based trust, integrity based trust, bona fide trust and security based trust. The reliability and validity of the questionnaire are in conformity with the statistical standard, the structure validity and the content validity are good, the internal consistency coefficient of each factor is 0.798,0.840,0.712,0.764, the internal consistency coefficient of the total questionnaire is 0.915. (2), the consumer's overall trust level to the mobile e-commerce APP is low, which indicates that the consumer's trust in the mobile e-commerce APP is held. Uncertainty, and to a certain extent, tend to trust. On the sub dimension of the trust, the level of confidence is the highest and the level of integrity is the lowest. The consumer's experience in mobile e-commerce APP is maintained at the middle level, with the highest level of cognitive experience. (3) consumers of different sexes, age, education, and home residence. There is no significant difference in the APP user experience of mobile e-commerce, but there is no significant difference in the level of online trust and willingness to use. But in the sensory experience dimension, there are significant differences between men and women, women's mobile e-commerce APP sensory experience is significantly better than that of boys. (4) the age of online shopping has no significant impact on the level of mobile e-commerce online trust, but in the capacity dimension. There are significant differences. The age of online shopping has significant impact on APP user experience, cognitive experience and emotional experience. Online shopping age also has a significant impact on consumers' willingness to use mobile e-commerce APP. (5) there is a significant positive correlation between the APP user experience of mobile e-commerce, online trust and the willingness to use the will of the three; mobile e-commerce APP cognitive experience, emotional experience, The ability dimension trust and security dimension trust significantly positively predict consumers' willingness to use mobile e-commerce APP. (6) ability dimension trust and security dimension trust play a partial intermediary role between emotional experience and willingness to use, and the ability dimension trust also plays a partial intermediary role between cognitive experience and use of intention, but the total online letter is on the online letter. The mediating effect of trust and goodwill dimension trust in user experience is not significant.
【学位授予单位】：华中科技大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：B842

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