可穿戴商务消费者初始信任影响因素的实证研究
发布时间：2018-11-02 09:06
【摘要】：普适商务是一个较新的研究领域,相关理论和应用尚不成熟,特别是针对普适商务的信任研究,由于缺乏消费者的直观体验,很难收集到真实的测度数据。本文基于设备视角,引入UTAUT2模型,从5个方面的因素(隐私关注、信任倾向、绩效期望、便利条件、享乐动机)出发,选择可穿戴设备对普适商务的初始信任进行研究。通过问卷调查,收集了266份有效问卷,采用结构方程模型进行了实证分析,结果发现隐私关注、信任倾向及UTAUT2模型中的便利条件、享乐动机因素在p0.001水平下对普适商务的初始信任有显著影响,说明基于可穿戴设备的普适商务活动是个隐私性、娱乐性、个性化较强的消费领域。研究的结论可以为可穿戴商务的信任研究提供借鉴。
[Abstract]:Universal commerce is a new research field. The related theories and applications are not mature, especially for the trust research of universal commerce. Due to the lack of intuitive experience of consumers, it is difficult to collect real measurement data. Based on the device perspective, this paper introduces UTAUT2 model and studies the initial trust of universal commerce by wearable devices from five factors (privacy concern, trust tendency, performance expectation, convenience and pleasure motive). Through questionnaires, 266 valid questionnaires were collected, and the structural equation model was used to carry out empirical analysis. The results showed that privacy concerns, trust tendency and convenience conditions in UTAUT2 model were found. Hedonic motivation factors have a significant impact on the initial trust of universal commerce at the level of p0.001, which indicates that universal business activities based on wearable devices are a private, entertaining and personalized consumption area. The conclusions of the study can be used for reference in the trust research of wearable business.
【作者单位】： 上海理工大学管理学院;浙江科技学院经管学院;美国西佛罗里达大学商学院;
【基金】：国家自然科学基金项目(71171135) 上海市一流学科项目(S1201YLXK)
【分类号】：F426.6
[Abstract]:Universal commerce is a new research field. The related theories and applications are not mature, especially for the trust research of universal commerce. Due to the lack of intuitive experience of consumers, it is difficult to collect real measurement data. Based on the device perspective, this paper introduces UTAUT2 model and studies the initial trust of universal commerce by wearable devices from five factors (privacy concern, trust tendency, performance expectation, convenience and pleasure motive). Through questionnaires, 266 valid questionnaires were collected, and the structural equation model was used to carry out empirical analysis. The results showed that privacy concerns, trust tendency and convenience conditions in UTAUT2 model were found. Hedonic motivation factors have a significant impact on the initial trust of universal commerce at the level of p0.001, which indicates that universal business activities based on wearable devices are a private, entertaining and personalized consumption area. The conclusions of the study can be used for reference in the trust research of wearable business.
【作者单位】： 上海理工大学管理学院;浙江科技学院经管学院;美国西佛罗里达大学商学院;
【基金】：国家自然科学基金项目(71171135) 上海市一流学科项目(S1201YLXK)
【分类号】：F426.6
【共引文献】
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1 黄丽s，
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