信息质量对移动跨境电商平台用户采纳意向的影响研究

发布时间：2018-05-11 13:24

本文选题：信息质量 + 移动跨境电子商务　；参考：《浙江工商大学》2017年硕士论文

【摘要】：随着互联网技术的发展,电子商务在我国经济中已经达到了举足轻重的地位。移动电商随着近年移动端互联设备的普及,迅速兴起并占据了电子商务的主导地位,移动电商平台到处涌现,竞争也日益剧烈。跨境电子商务作为近年来新兴起的一种商业模式,具有巨大的发展潜力,但是移动跨境电商平台的发展仍然滞后,平台企业在开发移动端跨境电商平台时应当考虑哪些因素才能获得成功,进而在移动跨境电商方面占尽先机,是目前多数跨境电商平台企业都在致力于解决的问题。与此同时,信息质量在移动电商平台间竞争中的地位日益重要,未来移动电商平台的竞争将会是信息质量的竞争。然而信息质量在信息技术采纳的理论研究中,很少有学者从信息质量维度对电商平台企业的平台信息内容方面进行深入的分析。基于以上背景,本文提出了信息质量对移动跨境电子商务平台用户采纳意向的研究。在移动跨境电子商务条件下,结合文献综述,把提取了信息质量的内容详实性、用户关联性、更新及时性、内容真实性四个维度,对平台感知进行分析得到友好性感知和可信性感知两个中介变量,以用户的采纳意向为因变量,提出12条假设,基于“信息质量——平台感知——采纳意向”概念模型构建了本研究的模型。本研究采用了实证分析:通过问项量表设计得到共计21个问项,问卷调查收集到本次研究所使用的255份有效问卷,然后利用SPSS19.0进行统计分析,对提出的假设进行了验证。最后根据实证分析的验证结果提出了移动跨境电商平台信息内容方面的建议,指出研究的不足,并对信息质量进一步研究的方向进行了展望。本研究的结论主要包括以下几点:(1)信息质量的部分维度对平台感知具有显著影响。具体为:信息质量的用户关联性和更新及时性两个维度对友好性感知存在显著的正向影响;信息质量的内容真实性和更新及时性两个维度对可信性感知具有显著的正向影响。(2)平台感知对采纳意向有显著的影响作用。友好性感知和可信性感知都对信息质量有显著的正向影响,其中,友好性感知的系数远大于可信性感知,这说明友好性感知在对用户采纳意向的影响中发挥着主导性作用。(3)平台感知在信息质量部分维度与采纳意向之间起到中介作用。具体为:友好性感知在用户关联性与更新及时性对采纳意向的影响中起到完全中介效应;可信性感知在内容真实性与更新及时性对采纳意向的影响中起到完全的中介效应。(4)信息质量的内容详实性维度对采纳意向存在显著的正向影响作用,友好性感知和可信性感知没有在内容详实性对采纳意向的影响中发挥中介效应。
[Abstract]:With the development of Internet technology, e-commerce has reached a pivotal position in our economy. With the popularity of mobile connected devices in recent years, mobile e-commerce has rapidly emerged and occupied the leading position of e-commerce. Mobile e-commerce platforms have emerged everywhere, and the competition has become increasingly fierce. As a newly emerging business model in recent years, cross-border e-commerce has great development potential, but the development of mobile cross-border e-commerce platform is still lagging behind. What factors should be taken into account in the development of mobile cross-border e-commerce platform, and then take the lead in mobile cross-border e-commerce, is the problem that most cross-border e-commerce platform enterprises are working to solve at present. At the same time, the information quality plays an increasingly important role in the competition between mobile e-commerce platforms. In the future, the competition of mobile e-commerce platforms will be the competition of information quality. However, in the theoretical research on the adoption of information technology, few scholars deeply analyze the information content of the platform of e-commerce platform from the dimension of information quality. Based on the above background, this paper proposes a research on the intention of information quality to the users of mobile cross-border e-commerce platform. Under the condition of mobile cross-border electronic commerce, combined with literature review, this paper extracts four dimensions of information quality: content detail, user relevance, update timeliness, content authenticity. Based on the analysis of platform awareness, two mediating variables, friendliness perception and credibility perception, are obtained, and 12 hypotheses are proposed based on the user's intention to adopt. Based on the concept model of "information quality-platform perception-adoption intention", this paper constructs the model of this study. This study adopts empirical analysis: a total of 21 questions were obtained by the questionnaire design, and 255 valid questionnaires were collected from the questionnaire, and then the hypothesis was verified by SPSS19.0 statistical analysis. Finally, based on the results of empirical analysis, the paper puts forward some suggestions on the information content of mobile cross-border e-commerce platform, points out the shortcomings of the research, and looks forward to the direction of further research on the information quality. The main conclusions of this study are as follows: (1) some dimensions of information quality have significant influence on platform perception. The main contents are as follows: user relevance and update timeliness of information quality have significant positive effects on friendliness perception; The two dimensions of content authenticity and update timeliness of information quality have a significant positive impact on credibility perception. Friendliness perception and credibility perception have significant positive effects on the quality of information, among which, the coefficient of friendliness perception is much larger than that of credibility perception. This shows that friendliness perception plays a leading role in the influence of user acceptance intention.) platform perception plays an intermediary role between the information quality part dimension and the adoption intention. Specifically: friendliness perception plays a complete intermediary effect in the influence of user relevance and update timeliness on the adoption intention; Credibility perception plays a complete mediating effect on the effect of content authenticity and updating timeliness on the adoption intention.) the content detail dimension of the information quality has a significant positive effect on the adoption intention. Friendliness perception and credibility perception do not play an intermediary role in the effect of content detail on adoption intention.
【学位授予单位】：浙江工商大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.6

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