移动商务消费者信任评价模型及实证研究

发布时间：2019-03-28 15:52

【摘要】：随着科学技术的进步,社会信息化程度越来越高,移动信息技术的深入发展正在悄然改变着我们的生活。尤其是以移动商务为代表的新兴科技,已经成为人们日渐关注的焦点。与传统的电子商务一样,信任问题一直是困扰移动商务发展的关键因素,但以移动无线网络技术为主的移动商务的消费者信任问题显得更为复杂。因此,如何建立移动商务消费者信任评价模型,有效增强消费者对移动商务的信任,保证移动商务领域的持续健康发展,成为了新的研究课题。本文通过对国内外相关研究文献的整理和归纳,从移动商家的隐性特征、移动商家的显性特征、移动消费者特征、移动无线网络技术特征、移动交易环境五个维度总结出移动商务影响消费者信任的因素,并确定能反映消费者信任的经营产出指标,利用定量与定性方法相结合的方式严格论证指标的可行性,发放问卷收集可靠数据,利用SPSS软件进行数据分析,通过对指标的检验从最初选定的粗指标中提取最终的有效指标,从而据此建立移动商务消费者信任评价指标体系,并建立基于DEA的移动商务消费者信任评价模型。以京东商城、聚美优品和当当网三家移动商务网站为研究对象,结合之前建立的指标体系设计问卷内容,对获取相关数据进行信度和效度的检验,合格之后运用DEA模型分别对三家移动商务网站的信任效率进行评价,得到最终评价结果,并据此结果给出改善信任效率的建议。
[Abstract]:With the progress of science and technology, the degree of social informatization is getting higher and higher, and the deep development of mobile information technology is quietly changing our lives. Especially, the emerging technology represented by mobile commerce has become the focus that people pay more and more attention to. Like traditional e-commerce, trust problem is always the key factor that puzzles the development of mobile commerce, but the consumer trust problem of mobile commerce mainly based on mobile wireless network technology appears to be more complicated. Therefore, how to establish the evaluation model of consumer trust in mobile commerce, effectively enhance consumers' trust in mobile commerce, and ensure the sustainable and healthy development of mobile commerce field, has become a new research topic. Through sorting out and summarizing the relevant research literature at home and abroad, this paper discusses the hidden characteristics of mobile businesses, the dominant characteristics of mobile businesses, the characteristics of mobile consumers, and the technical characteristics of mobile wireless networks. The five dimensions of mobile transaction environment summarize the factors influencing consumer trust in mobile commerce, and determine the operational output index which can reflect the consumer trust, and demonstrate the feasibility of the index strictly by the way of combining quantitative and qualitative methods. The reliable data were collected by questionnaire, analyzed by SPSS software, and the final effective index was extracted from the initial selected rough index by testing the index, so as to establish the evaluation index system of consumer trust in mobile commerce. And establish the mobile commerce consumer trust evaluation model based on DEA. Taking three mobile commerce websites JingDong Mall, Jumei and Dangdang as the research objects, combining with the questionnaire contents of the index system established before, the reliability and validity of the relevant data are tested. After qualified, the trust efficiency of three mobile commerce websites is evaluated by DEA model, and the final evaluation results are obtained. According to the evaluation results, some suggestions for improving trust efficiency are given.
【学位授予单位】：燕山大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F724.6

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