移动商务用户信任演化过程及影响因素研究

发布时间：2018-03-04 13:24

本文选题：移动商务　切入点：用户信任　出处：《中南大学》2013年博士论文　论文类型：学位论文

【摘要】：摘要：随着移动技术的迅速发展和普及应用,移动商务已经是大势所趋,并正在改变着人们的工作、生活、行为方式。进入移动商务市场的公司都希望通过这一新的渠道获得更多的客户价值,而成功的移动商务应用则依赖于用户信任。因而,系统地研究移动商务环境下用户信任的演化过程及其影响因素,具有非常重要的现实意义。本研究构建了移动商务用户信任演化的生命周期概念模型,对其动态演化过程进行了仿真分析。针对其生命周期的具体阶段,分别构建了信任建立路径模型和持续信任模型,通过实证研究,挖掘出影响移动商务信任演化的具体因素。本研究的主要贡献体现在以下几个方面：首先,基于电子商务用户信任生命周期理论,结合移动商务的特点,提出了移动商务用户信任演化的生命周期概念模型,并将其作为本研究的主线。移动商务用户信任的生命周期,在快速信任、初始信任、持续信任、信任消失(或不信任)几种不同状态中演化。一般情况下,通过互动、交流等方式,用户将逐步地建立起的对某个具体商家的初始信任；在移动商务环境下,由于突发性需求,用户会快速地采纳移动商务的某个具体应用,这就隐含着用户对移动商务的最初的快速信任；不论是由初始信任还是快速信任导致的行为,如果获得了正向的结果,都将促使信任向持续和稳定演化,反之将导致信任的消失甚至是不信任。其次,本研究运用演化博弈理论,从商家—用户的交易成本入手,构建了移动商务用户信任动态演化模型。对模型进行了动态演化及均衡状态分析,运用Netlogo软件对演化过程进行了计算机仿真。研究发现：在用户与商家的博弈过程中,存在4个博弈平衡点和1个鞍点,和两个2个动态均衡(ESS)状态：(信任,守信),(不信任,失信)。用户信任的建立与演化,不仅仅是用户个体的决策与行为,还受到其所处群体的决策行为影响。对4个博弈平衡点进行合理的控制和调节,可以促使移动商务市场达到(信任、守信)的均衡状态。第三,构建了移动商务环境下用户信任的建立路径模型,从个人、商家、技术、环境四个方面,将影响移动商务用户信任建立的因素归纳为：基于个性的信任前因(信任倾向)、基于对商家和技术的认知的信任前因(系统质量)、基于环境的信任前因(结构保证)。运用结构方程模型进行实证研究,结果表明：移动商务环境下,用户信任的建立有两条路径：既可以是由于外界“输入”因素影响而快速产生的快速信任；也可以是由于获得二手资料,与商家的互动而逐步建立起来的初始信任。信任信念对信任意向有显著影响；系统质量对信任信念影响最大；结构保证显著地影响用户的信任意向,对信任信念却没有显著影响；个人信任倾向对信任信念、信任意向均有显著且正向的影响。第四,借用信息系统成功模型,结合信任理论,构建了移动商务用户持续信任模型。以移动软件商店为调查的数据来源,运用结构方程模型进行了实证研究。研究表明,老用户具有更高的移动商务认知度,系统的连接质量对持续信任没有显著影响,用户满意度是影响持续信任的主要因素。用户感知的信息质量、系统质量、服务水平均通过满意度的中介作用正向影响对商家的持续信任。系统质量对用户的持续信任亦有直接正向的影响。研究还特别发现：移情负向影响用户满意度,并由于满意度的中介作用,负向影响对商家的持续信任。这反映了当前移动商务中用户的一种负面态度,启示商家在进行移动营销活动时,要注意与用户联系的频度,避免适得其反的过度问候与宣传。
[Abstract]:Abstract: with the rapid development of mobile technology and application, mobile commerce is represent the general trend, and is changing people's work, life, behavior into the mobile commerce market. The company hopes to get more value for our customers through this new channel, and the application of mobile commerce success depends on the user and trust., systematic research on the evolution and influence of user trust in mobile commerce environment, has very important practical significance.
This study constructs a conceptual model of the life cycle of mobile commerce users trust evolution, the dynamic evolution process was simulated and analyzed. According to the specific stage of its life cycle, were constructed to establish trust path model and continuous trust model, through empirical research, dig out the specific factors that affect the evolution of trust in mobile commerce. The main contributions of this research the reflected in the following aspects:
First of all, users of e-commerce trust based on the life cycle theory, combined with the characteristics of mobile commerce, put forward the concept of the life cycle model of mobile commerce users trust evolution, and as the main line of this study. The life cycle of mobile commerce users trust, trust in the rapid, sustained initial trust, trust, trust (or trust). The evolution of several different states. Under normal circumstances, through interaction, communication, users will be established gradually to a specific initial trust in mobile business; business environment, due to the sudden demand, users will be a specific application of the rapid adoption of mobile commerce, which implies a fast user the initial trust in mobile commerce; whether the initial trust or trust leads to rapid action, if the obtained positive results will promote sustained and steady evolution to trust, and will guide The disappearance of trust is even distrust.
Secondly, this study uses evolutionary game theory, starting from the transaction costs of businesses - users, build mobile commerce users trust evolution model. The model analyzes the dynamic evolution and equilibrium state, use the Netlogo software for the computer simulation of the evolution process. The research found that: in the process of game users and businesses in existence the 4 game equilibrium and 1 saddle points, two and 2 (ESS): dynamic equilibrium state (trust and trustworthiness), (not trust promises). The establishment and evolution of the trust of users, not only is the decision and behavior of individual users, but also by the decision-making behavior of the influence of communities. Reasonable control and adjustment of 4 game equilibrium point, can promote the mobile e-commerce market reached (trust, trustworthy) equilibrium.
Third, build a mobile commerce environment the user trust path model, from a personal, business, technology, four aspects of environment, the influencing factors of mobile commerce users trust established as follows: the antecedents of trust based on personality (trust propensity), the antecedents of trust for business and technology based on cognition (quality system) based on the environment, the antecedents of trust (structural assurance). By using the structural equation model for empirical research, the results show that the mobile commerce environment, user trust building has two paths: can be fast trust due to external factors "input" fast; can also be due to second-hand data, and initial trust business interaction and set up progressively. Trust has a significant influence on trust intention; the greatest impact on the trust system of quality guarantee; structure significantly affect the user's trust intention, There is no significant influence on trust belief, and personal trust tendency has a significant and positive impact on trust belief and trust intention.
Fourth, information system success model, combined with the theory of trust, build the mobile business users continue to trust model. The mobile software store for the investigation of the source of the data, by using the structural equation model for empirical research. The study shows that the old users have a higher awareness of mobile commerce, the connection quality system has no significant impact on the continued confidence customer satisfaction is the main factor affecting the continuous trust. The quality of information, the user perceived system quality, service level through the intermediary role of positive influence satisfaction continued confidence in the business. The quality of the user trust system continued to have direct positive influence. The study also found that special empathy negatively affects user satisfaction, and the intermediary effect of satisfaction, negative effects of continued confidence in the business. This reflects a negative attitude towards the current user in mobile commerce, taking inspiration When you carry out mobile marketing activities, you should pay attention to the frequency of contact with users and avoid excessive greeting and publicity.

【学位授予单位】：中南大学
【学位级别】：博士
【学位授予年份】：2013
【分类号】：F274;F626

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