移动商务环境下影响消费者初始信任因素的实证研究

发布时间：2018-10-21 13:00

【摘要】：近几年来，移动商务显示出了巨大的发展潜力，，也受到了各界越来越多的关注。消费者的参与是移动商务成功的关键，而消费者对移动商务缺乏信任成为了移动商务发展的障碍，因此，本文对影响我国移动商务消费者初始信任建立的因素进行研究，希望能够提高消费者对我国移动商务的初始信任，从而促进消费者的购买使用行为。除此之外，本文还研究了初始信任作为中介变量在连接影响因素与行为意图之间的作用。本文以技术接受模型理论为基础，总结了国内外学者多年来对初始信任影响因素的研究成果，构建了我国移动商务环境下影响消费者初始信任因素的研究模型。通过发放调查问卷，并使用SPSS17.0统计软件对收集回来的数据进行分析，研究结果发现感知有用性、安全与隐私保护、网站声誉、结构保证、消费者个人信任倾向、感知易用性对移动商务初始信任有着显著影响，而互动沟通这个因素没有被证明影响初始信任。另外，本文将移动商务中消费者的行为分为两个维度：共享意愿和购买意愿，探讨了初始信任与这两个维度之间的关系，通过数据分析的结果显示，初始信任对这两个维度都有显著的影响，初始信任在连接影响因素和消费者的行为意图的过程中起到了关键作用，中介效果十分明显。本文主要包含五个部分内容：第一章为绪论，分为3个小节，包括研究背景和意义，研究目的，以及本文的框架结构；第二章是研究初始信任的相关文献综述，主要介绍了近些年来国内外学者的研究成果；第三章介绍了假设研究模型和研究的方法；第四章是对数据的处理和分析；最后一章则是对前一部分的数据统计结果进行分析讨论，并提出如提高我国消费者对移动商务初始信任的建议。
[Abstract]:In recent years, mobile commerce has shown great potential and attracted more and more attention. The participation of consumers is the key to the success of mobile commerce, and the lack of trust in mobile commerce has become an obstacle to the development of mobile commerce. Therefore, this paper studies the factors that affect the establishment of initial trust of mobile commerce consumers in China. It is hoped that the initial trust of consumers in mobile commerce can be enhanced, and thus the purchasing and using behavior of consumers will be promoted. In addition, we study the role of initial trust as an intermediary variable between the influence factors of connection and behavioral intention. Based on the theory of technology acceptance model, this paper summarizes the research achievements of domestic and foreign scholars on the influence factors of initial trust for many years, and constructs the research model of influencing factors of consumers' initial trust under the environment of mobile commerce in our country. By issuing questionnaires and using SPSS17.0 statistical software to analyze the collected data, the results show that perceived usefulness, security and privacy protection, website reputation, structural assurance, consumers' personal trust tendency, Perceived usability has a significant impact on initial trust in mobile commerce, while interactive communication has not been proven to affect initial trust. In addition, the behavior of consumers in mobile commerce is divided into two dimensions: the willingness to share and the willingness to buy. The relationship between the initial trust and the two dimensions is discussed. The results of data analysis show that, Initial trust has a significant impact on both dimensions. Initial trust plays a key role in the process of connecting influencing factors and consumers' behavior intention, and the intermediary effect is very obvious. This paper mainly includes five parts: the first chapter is the introduction, which is divided into three sections, including the research background and significance, the purpose of the study, and the framework of this paper. The third chapter introduces the hypothetical research model and research methods, the fourth chapter deals with the data processing and analysis, the third chapter mainly introduces the research results of domestic and foreign scholars in recent years, the third chapter introduces the hypothetical research model and the research method, the fourth chapter is the data processing and analysis. In the last chapter, the statistical results of the former part are analyzed and discussed, and some suggestions such as improving the initial trust of Chinese consumers in mobile commerce are put forward.
【学位授予单位】：武汉纺织大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F49;F203;F224

【参考文献】