【摘要】：近幾年來，移動商務(wù)顯示出了巨大的發(fā)展?jié)摿�，，也受到了各界越來越多的關(guān)注。消費者的參與是移動商務(wù)成功的關(guān)鍵，而消費者對移動商務(wù)缺乏信任成為了移動商務(wù)發(fā)展的障礙，因此，本文對影響我國移動商務(wù)消費者初始信任建立的因素進行研究，希望能夠提高消費者對我國移動商務(wù)的初始信任，從而促進消費者的購買使用行為。除此之外，本文還研究了初始信任作為中介變量在連接影響因素與行為意圖之間的作用。 本文以技術(shù)接受模型理論為基礎(chǔ)，總結(jié)了國內(nèi)外學(xué)者多年來對初始信任影響因素的研究成果，構(gòu)建了我國移動商務(wù)環(huán)境下影響消費者初始信任因素的研究模型。通過發(fā)放調(diào)查問卷，并使用SPSS17.0統(tǒng)計軟件對收集回來的數(shù)據(jù)進行分析，研究結(jié)果發(fā)現(xiàn)感知有用性、安全與隱私保護、網(wǎng)站聲譽、結(jié)構(gòu)保證、消費者個人信任傾向、感知易用性對移動商務(wù)初始信任有著顯著影響，而互動溝通這個因素沒有被證明影響初始信任。 另外，本文將移動商務(wù)中消費者的行為分為兩個維度：共享意愿和購買意愿，探討了初始信任與這兩個維度之間的關(guān)系，通過數(shù)據(jù)分析的結(jié)果顯示，初始信任對這兩個維度都有顯著的影響，初始信任在連接影響因素和消費者的行為意圖的過程中起到了關(guān)鍵作用，中介效果十分明顯。 本文主要包含五個部分內(nèi)容：第一章為緒論，分為3個小節(jié)，包括研究背景和意義，研究目的，以及本文的框架結(jié)構(gòu)；第二章是研究初始信任的相關(guān)文獻綜述，主要介紹了近些年來國內(nèi)外學(xué)者的研究成果；第三章介紹了假設(shè)研究模型和研究的方法；第四章是對數(shù)據(jù)的處理和分析；最后一章則是對前一部分的數(shù)據(jù)統(tǒng)計結(jié)果進行分析討論，并提出如提高我國消費者對移動商務(wù)初始信任的建議。
[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.
【學(xué)位授予單位】：武漢紡織大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2012
【分類號】：F49;F203;F224

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本文編號：2285159