本文選題：在線信任 + 用戶體驗　； 參考：《華中科技大學(xué)》2016年碩士論文

【摘要】：伴隨著社會信息化進程的加快,移動互聯(lián)技術(shù)的發(fā)展,移動電商逐漸成為優(yōu)勢并且迅速擴大了電商的使用范圍。同時,移動電商也在挑戰(zhàn)著傳統(tǒng)電子商務(wù)的競爭形態(tài)、價格、技術(shù)等,這種趨勢造成體驗經(jīng)濟的快速發(fā)展,用戶體驗逐漸成為了決定移動電子商務(wù)競爭和發(fā)展的重要因素。與此同時,移動電子商務(wù)發(fā)展也面臨著管理方式不適應(yīng)、誠信體制不健全、市場秩序不規(guī)范等問題,尤其是信任問題,制約其發(fā)展的同時也獲得了廣泛企業(yè)、學(xué)者和消費者的關(guān)注。以往學(xué)者關(guān)于在線信任的研究,多從營銷學(xué)、管理學(xué)和計算機科學(xué)的視角出發(fā),側(cè)重于研究在線信任的影響因素,缺乏對在線信任結(jié)構(gòu)的探索和測量工具的優(yōu)化。此外,目前關(guān)于移動APP用戶體驗的學(xué)術(shù)研究總體來說非常少,大部分是企業(yè)的用戶研究員對公司產(chǎn)品的可用性測試方面的研究,一般更注重產(chǎn)品的設(shè)計和功能的可用性和易用性,較少關(guān)注心理層面的體驗和感受。本研究通過文獻研究、焦點小組訪談、專家評估、數(shù)據(jù)統(tǒng)計等方法,編制了移動電商APP在線信任評估量表,探討了在線信任及其各個維度在用戶體驗和消費者使用意愿之間所起的中介作用,最終的結(jié)論主要包括:(1)移動電商APP在線信任是一個一階四因子的心理結(jié)構(gòu),包括基于能力的信任、基于正直的信任、基于善意的信任和基于安全的信任。本研究所編的問卷信效度符合統(tǒng)計學(xué)標(biāo)準(zhǔn),結(jié)構(gòu)效度和內(nèi)容效度良好,其中各因子的內(nèi)部一致性系數(shù)分別為0.798,0.840,0.712,0.764,總問卷的內(nèi)部一致性系數(shù)為0.915。(2)消費者對移動電商APP的整體信任水平偏低,這說明消費者對移動電商APP的信任持不確定態(tài)度,并在一定程度上傾向于信任。在信任的子維度上,能力維度的信任水平最高,正直維度的信任水平最低。消費者對移動電商APP的體驗維持在中等水平以上,其中認(rèn)知體驗水平最高。(3)不同性別、年齡、學(xué)歷、家庭居住地的消費者在移動電商APP用戶體驗、在線信任和使用意愿水平上沒有顯著差異。但在感官體驗維度上,男女性別存在顯著差異,女生的移動電商APP感官體驗水平顯著優(yōu)于男生。(4)網(wǎng)購年齡對移動電商在線信任水平?jīng)]有顯著影響,但在能力維度上存在顯著差異。網(wǎng)購年齡對APP用戶體驗、認(rèn)知體驗和情感體驗均有顯著影響。網(wǎng)購年齡對消費者使用移動電商APP的意愿也存在顯著影響。(5)移動電商APP用戶體驗、在線信任和使用意愿三者之間呈顯著正相關(guān);移動電商APP認(rèn)知體驗、情感體驗、能力維度信任和安全維度信任顯著正向預(yù)測消費者使用移動電商APP的意愿。(6)能力維度信任和安全維度信任在情感體驗和使用意愿之間起部分中介作用,能力維度信任還在在認(rèn)知體驗和使用意愿之間起部分中介作用,但總的在線信任、正直維度信任和善意維度信任在用戶體驗的各個維度和使用意愿之間的中介效應(yīng)不顯著。
[Abstract]:With the rapid development of the social information process and the development of mobile Internet technology, mobile e-commerce has gradually become the advantage and rapidly expanded the scope of the use of e-commerce. At the same time, mobile e-commerce is challenging the competition form, price and technology of traditional e-commerce. This trend has made the rapid development of the experience economy, and the user experience has gradually become the same. At the same time, the development of mobile e-commerce is also facing problems such as unsuitable management mode, imperfect credit system and unstandardized market order, especially the problem of trust, which restrict its development and attract the attention of extensive enterprises, scholars and consumers. The research on line trust, mainly from the perspective of marketing, management and computer science, focuses on the research on the influencing factors of online trust, the lack of exploration and measurement of online trust structure and the optimization of measurement tools. In addition, the current academic research on the user experience of mobile APP is very small, most of which are users of enterprises. The research on the usability testing of the company's products generally pays more attention to the usability and usability of the product design and function, less attention to the psychological experience and feeling. This study has compiled the APP online trust assessment scale of mobile e-commerce by literature research, focus group interview, expert evaluation, data statistics and so on. The intermediary role of trust and its various dimensions between user experience and consumer willingness to use, the final conclusions are as follows: (1) the online trust of the mobile e-commerce APP is a first order four factor psychological structure, including ability based trust, integrity based trust, bona fide trust and security based trust. The reliability and validity of the questionnaire are in conformity with the statistical standard, the structure validity and the content validity are good, the internal consistency coefficient of each factor is 0.798,0.840,0.712,0.764, the internal consistency coefficient of the total questionnaire is 0.915. (2), the consumer's overall trust level to the mobile e-commerce APP is low, which indicates that the consumer's trust in the mobile e-commerce APP is held. Uncertainty, and to a certain extent, tend to trust. On the sub dimension of the trust, the level of confidence is the highest and the level of integrity is the lowest. The consumer's experience in mobile e-commerce APP is maintained at the middle level, with the highest level of cognitive experience. (3) consumers of different sexes, age, education, and home residence. There is no significant difference in the APP user experience of mobile e-commerce, but there is no significant difference in the level of online trust and willingness to use. But in the sensory experience dimension, there are significant differences between men and women, women's mobile e-commerce APP sensory experience is significantly better than that of boys. (4) the age of online shopping has no significant impact on the level of mobile e-commerce online trust, but in the capacity dimension. There are significant differences. The age of online shopping has significant impact on APP user experience, cognitive experience and emotional experience. Online shopping age also has a significant impact on consumers' willingness to use mobile e-commerce APP. (5) there is a significant positive correlation between the APP user experience of mobile e-commerce, online trust and the willingness to use the will of the three; mobile e-commerce APP cognitive experience, emotional experience, The ability dimension trust and security dimension trust significantly positively predict consumers' willingness to use mobile e-commerce APP. (6) ability dimension trust and security dimension trust play a partial intermediary role between emotional experience and willingness to use, and the ability dimension trust also plays a partial intermediary role between cognitive experience and use of intention, but the total online letter is on the online letter. The mediating effect of trust and goodwill dimension trust in user experience is not significant.
【學(xué)位授予單位】：華中科技大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2016
【分類號】：B842

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