基于TAM的移动证券消费者信任实证研究

An Empirical Study on Consumers' Trust of Mobile Stock Based on TAM Theory

电子商务环境下的消费者信任研究比较多,但是移动商务环境下消费者对交易型服务的信任研究相对较少。基于技术接受模型,以移动证券业务为研究对象,构建移动商务环境下的消费者信任模型,分析感知的易用性、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信任的影响以及移动证券的信任、感知的易用性和感知的有用性对消费者使用意愿的作用。通过问卷调查,收集224份有效问卷,采用SPSS和PLS-Graph软件进行统计分析。实证结果表明,感知的有用性、感知的安全、信任倾向和信息质量正向影响消费者对移动证券的信任,感知的易用性和便利性对移动证券的信任没有显著影响,信任是消费者对移动证券产生使用动机的关键要素。最后,对移动证券的服务提供商提出对策建议并指出进一步研究的方向。

Many studies have empirically examined consumer trust in the electronic commerce. However, little research has been done on the consumer trust of transactional services in the context of mobile commerce. Based on the technology acceptance model, this study builds a model of consumer trust of mobile stock service to analyze impacts of perceived ease of use, perceived usefulness, perceived security, information quality, propensity to trust and convenience on consumers＇ trust of mobile stock, and effects of perceived ease of use, perceived usefulness and trust of mobile stock on usage intention. Through a survey which collects 224 valid questionnaires, we use the SPSS and the PLS-Graph software to conduct statistical analysis. The empirical results indicate that information quality, propensity to trust, perceived security and perceived usefulness have positive impacts on consumers＇ trust of mobile stock, but convenience and perceived ease of use have little effects on consumers＇ trust of mobile stock, while consumers＇ trust is the key factor which motivates them to use the mobile stock. Finally, the authors put forward useful suggestions for the mobile stock orovider and point out the directions of further research.