B2C移动商务用户信任影响因素及评价研究

发布时间：2018-06-10 16:30

本文选题：移动商务 + 信任　；参考：《中北大学》2016年硕士论文

【摘要】：随着我国互联网和移动通信技术的迅猛发展以及智能手机的普及,消费者的消费习惯发生了巨大改变,人们逐渐利用移动终端参与商务活动,电子商务用户也逐步向移动端迁徙。但现阶段仍有许多问题亟待解决,如移动网络的稳定性、安全性不足等,这些问题的存在使得消费者对于移动商务缺乏信任。如何有效提升用户对移动商务的信任是当前面临的主要问题,对政府、网站、商家以及运营商都十分关键且必要。本研究旨在识别影响移动商务用户信任的关键因素,建立信任度评价体系,通过提升影响移动商务用户信任的关键因素来提高用户对移动商务的信任度。本文从消费者的角度出发,总结移动商务及电子商务信任影响因素的相关研究结果,将影响因素归纳为五个方面构建了移动商务用户信任的概念模型。在概念模型构建的基础上,先进行预调研,剔除不显著题项后形成正式问卷。正式调研通过发放纸质问卷和网络问卷两种方式共收集到有效问卷391份,利用SPSS19.0和LISREL8.70软件检验概念模型和研究假设,对理论模型进行了进一步的修正。实证结果表明:(1)消费者的信任倾向、对移动商务的熟悉度、移动商家的声誉、对移动网站有用性、安全性和普遍连接性的感知、无线网络技术水平及结构保障均对消费者感知信任产生影响;(2)感知易用性通过感知有用性对消费者感知信任有间接影响作用;(3)背景提供、商家服务质量和移动终端技术对移动商务信任的影响不显著。将通过结构方程模型检验的因素作为影响信任的关键因素,以此构建移动商务信任度评价指标体系。BP神经网络评价法可以避开权数确定的问题,本研究采用普通BP和LMBP神经网络两种算法对指标体系进行评价,对比得出LMBP算法更适合评价该指标体系。评价结果验证了以关键影响因素构建移动商务信任指标体系的合理性与有效性。
[Abstract]:With the rapid development of Internet and mobile communication technology in China and the popularity of smart phones, consumer consumption habits have changed dramatically, and people are gradually using mobile terminals to participate in business activities. E-commerce users also gradually migrate to the mobile end. However, there are still many problems to be solved, such as the stability and security of mobile networks, which make consumers lack trust in mobile commerce. How to effectively enhance the trust of users in mobile commerce is the main problem, which is crucial and necessary for government, websites, merchants and operators. The purpose of this study is to identify the key factors that affect the trust of mobile commerce users, establish a trust evaluation system, and improve the trust degree of mobile commerce users by enhancing the key factors that affect the trust of mobile commerce users. From the perspective of consumers, this paper summarizes the related research results of the influencing factors of mobile commerce and electronic commerce trust, and concludes the factors into five aspects to construct the concept model of mobile commerce user trust. On the basis of the conceptual model construction, a pre-survey was carried out first, and then a formal questionnaire was formed after eliminating the non-significant items. A total of 391 valid questionnaires were collected by issuing paper questionnaires and online questionnaires. The theoretical model was further modified by using SPSS 19.0 and LISREL8.70 software to test the conceptual model and research hypotheses. The empirical results show that consumers' trust tendency, familiarity with mobile commerce, reputation of mobile merchants, perceived usefulness, security and universal connectivity of mobile websites, Wireless network technology level and structure security have an impact on consumer perceived trust. (2) perceived usability has an indirect effect on consumer perceived trust through perceived usefulness. The effect of business quality of service and mobile terminal technology on trust in mobile commerce is not significant. Taking the factors of structural equation model checking as the key factors to influence trust, this paper constructs the evaluation index system of trust degree of mobile commerce. BP neural network evaluation method can avoid the problem of weight determination. In this study, two kinds of algorithms, ordinary BP and LMBP neural network, are used to evaluate the index system, and it is concluded that the LMBP algorithm is more suitable for evaluating the index system. The evaluation results verify the rationality and effectiveness of constructing the trust index system of mobile commerce with the key factors.
【学位授予单位】：中北大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F724.6

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