移动商务环境下消费者信任及其动态演化研究
发布时间：2018-10-30 12:39
【摘要】： 移动商务的发展需要一个可信的环境,由于主要借助无线通信网络和移动设备,使得构建移动商务环境下的消费者信任更加困难。如何建立、维持和增加消费者对移动商务的信任,将潜在客户转化为实际客户,以至为忠诚客户,与客户建立长期稳定的关系,是当前研究和实际中的热点问题。 培养消费者的信任是一个连续的、动态的过程,从初始信任的形成延伸到持续信任的发展。本文以信任随时间变化的本质属性为主线,从静态和动态的视角,对移动商务环境下消费者信任及其动态演化问题进行了系统的研究。在静态视角下,分别构建并实证研究了消费者信任转移模型、初始信任模型和持续信任模型；在动态视角下,构建并实证研究了消费者信任动态演化模型。本文的研究工作和主要贡献集中在以下几个方面： 1)以信任和技术接受模型的整合理论、分类理论为基础,构建了电子商务至移动商务转变中消费者的信任转移模型,欲通过信任转移机制来建立移动证券的初始信任,主要研究了股民对证券公司的网上业务积累的信任对其移动环境下的业务的初始信任的影响。实证研究发现网上证券的信任不仅直接影响移动证券的初始信任,而且还通过其他变量对初始信任产生间接影响。 2)从服务特征、公司特征、环境特征和消费者特征四个方面的因素,构建了移动商务下消费者的初始信任综合模型,主要分析了无所不在、信息质量、兼容性、感知的声誉、感知的大小、结构保证和信任倾向对移动证券的初始信任的影响。研究结果表明服务特征因素和环境特征因素显著影响了移动证券的初始信任,消费者特征因素不仅显著影响初始信任,而且具有正向的调节作用。 3)基于技术接受理论,构建了移动商务环境下消费者的持续信任模型,研究了持续信任的形成和作用机制,主要分析了感知的易用性、感知的有用性、感知的安全、信息质量、便利性和信任倾向对移动证券的持续信任和使用意愿的影响。实证结果发现信息质量、感知的安全、感知的有用性和信任倾向显著影响移动证券的持续信任,持续信任不仅对移动证券的使用意愿有重要的影响,而且具有较强的中介效应。 4)基于拓展的效价理论、自我感知理论和信息系统期望确认理论,构建了三阶段的信任动态演化模型,研究了消费者的信任动态演化规律。纵向的实证结果表明,在使用前阶段,信任对消费者的使用行为有直接和间接的显著影响；在使用阶段,消费者的使用行为对使用后的认知或心理因素有显著的反馈作用；在使用后阶段,消费者的评价显著影响信任,从而形成新的信任水平,新的信任水平又会进入新一轮的循环过程,反映了信任演化的规律。
[Abstract]:The development of mobile commerce needs a trusted environment. It is more difficult to build consumer trust in mobile commerce environment because of the wireless communication network and mobile devices. How to establish, maintain and increase consumers' trust in mobile commerce, transform potential customers into actual customers and even establish long-term and stable relationships with customers is a hot issue in current research and practice. The cultivation of consumer trust is a continuous and dynamic process, extending from the formation of initial trust to the development of sustained trust. Based on the essential attributes of trust changing with time, this paper systematically studies the problem of consumer trust and its dynamic evolution in the mobile commerce environment from the static and dynamic perspectives. In the static perspective, the paper constructs and empirically studies the consumer trust transfer model, the initial trust model and the sustained trust model, and constructs and empirically studies the dynamic evolution model of consumer trust from the dynamic perspective. The research work and main contributions of this paper are focused on the following aspects: 1) based on the integration theory and classification theory of trust and technology acceptance model, This paper constructs a trust transfer model for consumers in the transition from electronic commerce to mobile commerce, which aims to establish the initial trust of mobile securities through the trust transfer mechanism. This paper mainly studies the influence of the stock investors' accumulated trust on the online business of the securities company on the initial trust of the business in the mobile environment. The empirical study shows that the trust of online securities not only directly affects the initial trust of mobile securities, but also indirectly affects the initial trust through other variables. 2) from the four factors of service characteristic, company characteristic, environment characteristic and consumer characteristic, this paper constructs the initial trust synthesis model of the consumer under the mobile commerce, mainly analyzes the ubiquitous, information quality, compatibility, perceived reputation; The effect of perceived size, structural assurance and trust tendency on the initial trust of mobile securities. The results show that the service characteristics and environmental characteristics significantly affect the initial trust of mobile securities. Consumer characteristics not only significantly affect the initial trust, but also have a positive regulatory effect. 3) based on the theory of technology acceptance, this paper constructs a model of consumer continuous trust in mobile commerce environment, studies the formation and mechanism of sustained trust, mainly analyzes the ease of use of perception, the usefulness of perception, and the security of perception. The effect of information quality, convenience and trust tendency on the continued trust and willingness to use mobile securities. The empirical results show that the quality of information, perceived security, perceived usefulness and tendency to trust significantly affect the continued trust of mobile securities, which not only has an important impact on the willingness to use mobile securities, but also has a strong intermediary effect. 4) based on the extended potency theory, the self-perception theory and the information system expectation confirmation theory, the three-stage trust dynamic evolution model is constructed, and the dynamic evolution law of consumer trust is studied. The longitudinal empirical results show that trust has a significant direct and indirect influence on the consumer's use behavior in the pre-use stage, and in the use stage, the consumer's use behavior has a significant feedback effect on the cognitive or psychological factors after the use. In the later stage, the evaluation of consumers has a significant impact on trust, thus forming a new level of trust, and the new level of trust will enter into a new cycle of the process, reflecting the law of trust evolution.
【学位授予单位】：华中科技大学
【学位级别】：博士
【学位授予年份】：2010
【分类号】：F014.5
本文编号：2300038
[Abstract]:The development of mobile commerce needs a trusted environment. It is more difficult to build consumer trust in mobile commerce environment because of the wireless communication network and mobile devices. How to establish, maintain and increase consumers' trust in mobile commerce, transform potential customers into actual customers and even establish long-term and stable relationships with customers is a hot issue in current research and practice. The cultivation of consumer trust is a continuous and dynamic process, extending from the formation of initial trust to the development of sustained trust. Based on the essential attributes of trust changing with time, this paper systematically studies the problem of consumer trust and its dynamic evolution in the mobile commerce environment from the static and dynamic perspectives. In the static perspective, the paper constructs and empirically studies the consumer trust transfer model, the initial trust model and the sustained trust model, and constructs and empirically studies the dynamic evolution model of consumer trust from the dynamic perspective. The research work and main contributions of this paper are focused on the following aspects: 1) based on the integration theory and classification theory of trust and technology acceptance model, This paper constructs a trust transfer model for consumers in the transition from electronic commerce to mobile commerce, which aims to establish the initial trust of mobile securities through the trust transfer mechanism. This paper mainly studies the influence of the stock investors' accumulated trust on the online business of the securities company on the initial trust of the business in the mobile environment. The empirical study shows that the trust of online securities not only directly affects the initial trust of mobile securities, but also indirectly affects the initial trust through other variables. 2) from the four factors of service characteristic, company characteristic, environment characteristic and consumer characteristic, this paper constructs the initial trust synthesis model of the consumer under the mobile commerce, mainly analyzes the ubiquitous, information quality, compatibility, perceived reputation; The effect of perceived size, structural assurance and trust tendency on the initial trust of mobile securities. The results show that the service characteristics and environmental characteristics significantly affect the initial trust of mobile securities. Consumer characteristics not only significantly affect the initial trust, but also have a positive regulatory effect. 3) based on the theory of technology acceptance, this paper constructs a model of consumer continuous trust in mobile commerce environment, studies the formation and mechanism of sustained trust, mainly analyzes the ease of use of perception, the usefulness of perception, and the security of perception. The effect of information quality, convenience and trust tendency on the continued trust and willingness to use mobile securities. The empirical results show that the quality of information, perceived security, perceived usefulness and tendency to trust significantly affect the continued trust of mobile securities, which not only has an important impact on the willingness to use mobile securities, but also has a strong intermediary effect. 4) based on the extended potency theory, the self-perception theory and the information system expectation confirmation theory, the three-stage trust dynamic evolution model is constructed, and the dynamic evolution law of consumer trust is studied. The longitudinal empirical results show that trust has a significant direct and indirect influence on the consumer's use behavior in the pre-use stage, and in the use stage, the consumer's use behavior has a significant feedback effect on the cognitive or psychological factors after the use. In the later stage, the evaluation of consumers has a significant impact on trust, thus forming a new level of trust, and the new level of trust will enter into a new cycle of the process, reflecting the law of trust evolution.
【学位授予单位】：华中科技大学
【学位级别】：博士
【学位授予年份】：2010
【分类号】：F014.5
【引证文献】
中国博士学位论文全文数据库 前1条
1 舒永钢;WebGIS旅游信息搜索功用研究及应用[D];浙江工商大学;2012年
，本文编号：2300038
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