本文選題：移動(dòng)電子商務(wù) + 消費(fèi)者信任��； 參考：《安徽工業(yè)大學(xué)》2011年碩士論文

【摘要】：當(dāng)前,移動(dòng)通信技術(shù)突飛猛進(jìn),手機(jī)與終端產(chǎn)品市場(chǎng)繁榮,人們處在高科技、高效率的時(shí)代,電子商務(wù)漸漸向著更方便、更迅速的移動(dòng)電子商務(wù)轉(zhuǎn)變。移動(dòng)電子商務(wù)有著傳統(tǒng)電子商務(wù)無(wú)法比擬的優(yōu)勢(shì),它打破了地域、政治和時(shí)間的障礙,提高了消費(fèi)者購(gòu)物的效率和質(zhì)量。移動(dòng)商務(wù)能否取得成功取決于消費(fèi)者對(duì)它的信任,這也成了學(xué)者們研究的熱點(diǎn),并且已經(jīng)取得了一定的研究成果。比較移動(dòng)電子商務(wù)與傳統(tǒng)電子商務(wù),二者的應(yīng)用終端不一樣,應(yīng)用網(wǎng)絡(luò)不一樣,這些使得移動(dòng)電子商務(wù)信任影響因素不能簡(jiǎn)單地從傳統(tǒng)電子商務(wù)那里復(fù)制而來(lái)。因此對(duì)移動(dòng)電子商務(wù)的信任影響因素的研究,成為了市場(chǎng)的新課題。 在閱讀大量參考文獻(xiàn)和相關(guān)研究結(jié)果并進(jìn)行比較分析之后,本文將移動(dòng)電子商務(wù)中消費(fèi)者信任的影響因素概括為三個(gè)方面:安全性(包括賣家可信度;網(wǎng)站、媒介安全性;第三方認(rèn)證有效性)、平臺(tái)可信度(包括移動(dòng)技術(shù)水平及信譽(yù);平臺(tái)易操作性;信任傾向)、愉悅度(包括熟悉度;買(mǎi)賣雙方的互動(dòng)性;網(wǎng)絡(luò)/媒介導(dǎo)航功能),一共9個(gè)影響因素,并利用結(jié)構(gòu)方程建立了這些影響因素與消費(fèi)者信任關(guān)系的影響模型。 本文采用Likert5量表設(shè)計(jì)了與本研究相關(guān)的調(diào)查問(wèn)卷,并在網(wǎng)上對(duì)各類人群進(jìn)行了調(diào)查,發(fā)出220份調(diào)查問(wèn)卷,收回有效問(wèn)卷199份,收集整理之后利用統(tǒng)計(jì)分析軟件spss對(duì)數(shù)據(jù)進(jìn)行信度和效度分析,所得數(shù)據(jù)可信有效的基礎(chǔ)上構(gòu)建了移動(dòng)電子商務(wù)中影響消費(fèi)者信任的影響模型,利用結(jié)構(gòu)方程模型(SEM)給出這些影響因素的測(cè)度指標(biāo)體系,證實(shí)該模型在移動(dòng)電子商務(wù)領(lǐng)域有一定的參考價(jià)值,并給市場(chǎng)決策提供參考。
[Abstract]:At present, with the rapid development of mobile communication technology, the market of mobile phone and terminal products is booming. People are in the era of high technology and high efficiency. Mobile E-commerce has unparalleled advantages in traditional E-commerce. It breaks the obstacles of region, politics and time, and improves the efficiency and quality of consumer shopping. The success of mobile commerce depends on the trust of consumers, which has become the focus of scholars, and has made some research results. Compared with traditional electronic commerce, mobile electronic commerce has different application terminals and different application networks, which makes the factors that affect trust in mobile electronic commerce can not be simply copied from traditional electronic commerce. Therefore, the research on the factors influencing the trust of mobile e-commerce has become a new topic in the market. After reading a large number of references and relative research results, this paper generalizes the influencing factors of consumer trust in mobile e-commerce into three aspects: security (including seller's credibility, website, media security); Third party certification validity, platform credibility (including mobile technology level and credibility; platform ease of operation; trust inclination, pleasure (including familiarity; interaction between buyers and sellers; network / media navigation function), a total of 9 factors, The influence model of these factors and the relationship of consumer trust is established by using structural equation. In this paper, Likert5 scale was used to design the questionnaire related to this study, and a survey was conducted on various groups of people on the Internet, 220 questionnaires were sent out, and 199 valid questionnaires were collected. The reliability and validity of the data are analyzed by statistical analysis software spss, and the model of influencing consumer trust in mobile e-commerce is constructed on the basis of credible and effective data. The structural equation model (SEM) is used to give the measurement index system of these influencing factors. It is proved that the model has certain reference value in the field of mobile electronic commerce and provides a reference for market decision.
【學(xué)位授予單位】：安徽工業(yè)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2011
【分類號(hào)】：F274;F724.6;F224

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