移动购物环境下消费者信任影响因素研究

发布时间：2018-03-18 00:28

本文选题：移动购物　切入点：持续信任　出处：《中北大学》2017年硕士论文　论文类型：学位论文

【摘要】：智能移动终端的广泛传播、无线通信技术的产生及4G移动网络的推广应用,极大地促进了移动购物市场的发展。与传统网购相比,移动购物网络更加开放,实现方式更加自由,且潜在用户规模巨大。但同时,移动购物加大了交易双方在时间跟空间上的分离程度,从而放大了买卖双方信息不对称性,促使消费者对其不信任。对移动购物信任展开研究不仅具有理论意义,也有很大的现实意义。本文基于价值点思维方法对消费者移动购物持续信任影响因素展开研究,从移动商家、消费者、购物网站、无线支持、商品五个维度提出假设,重点对无线传输效率、无线覆盖度、商品信息获取、无线传输成本、传统网购信任转移度五个影响因素研究,并首次将商品信息获取、无线传输成本纳入研究范围,构建了消费者移动购物信任模型。构建消费者信任模型后本文进行了实证研究。通过预调研删除不显著题项,并对部分题项做了修改形成正式问卷。正式问卷一共回收有效问卷309份,利用SPSS19.0和AMOS软件对概念模型与假设检验进行验证。研究结果表明,无线传输效率、无线传输成本均对移动购物信任产生显著的正向影响;而传统网购信任转移不仅直接影响移动购物信任,并通过消费者感知安全对其产生间接影响。此外,商品信息获取程度与移动购物信任之间的假设不成立。最后,文章从消费者、移动商家、移动购物平台服务商及政府角度提出相关对策与建议。
[Abstract]:The wide spread of intelligent mobile terminal, the generation of wireless communication technology and the popularization and application of 4G mobile network have greatly promoted the development of mobile shopping market. Compared with traditional online shopping, the mobile shopping network is more open and the way of realization is more free. And the potential users are huge. But at the same time, mobile shopping increases the separation of time and space between the two sides of the transaction, thus amplifying the asymmetry of information between the two parties. The research on the trust of mobile shopping is not only of theoretical significance, but also of great practical significance. From the mobile merchants, consumers, shopping websites, wireless support, commodity five dimensions proposed assumptions, focusing on wireless transmission efficiency, wireless coverage, commodity information access, wireless transmission costs, Traditional online shopping trust transfer degree of five factors, and the first commodity information acquisition, wireless transmission costs into the scope of the study, This paper constructs the trust model of consumer mobile shopping. After constructing the model of consumer trust, this paper carries out an empirical study. A total of 309 valid questionnaires were collected, and the conceptual model and hypothesis test were validated by SPSS19.0 and AMOS software. The results show that wireless transmission efficiency. Wireless transmission cost has a significant positive impact on mobile shopping trust, while traditional online shopping trust transfer not only directly affects mobile shopping trust, but also indirectly affects mobile shopping trust through consumer perceived security. The hypothesis between the degree of commodity information acquisition and the trust of mobile shopping is not true. Finally, this paper puts forward the relevant countermeasures and suggestions from the perspective of consumers, mobile merchants, mobile shopping platform service providers and the government.
【学位授予单位】：中北大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F713.55

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