基于感知价值与信任的移动商务用户接受行为研究

A Study on Acceptance Behavior of Mobile Commerce User based on Perceived Value and Trust

从收益与成本2个方面,考察了影响用户感知价值与信任的因素。对收集的250份有效样本数据采用SEM分析中的L ISREL软件进行分析,结果表明,普遍连接、感知费用和安全风险显著影响用户感知价值,而情境提供与安全风险显著影响用户信任。

Different to the traditional context of enterprise technology acceptance, mobile cornmerce users need to bear the using cost by themselves. Potential users balance benefits and costs of usage prior to deciding whether or not to accept mobile commerce services. In addition, user trust is another important factor affecting their acceptance behavior. From both perspectives of benefit and cost, this paper examines factors influencing user perceived value and trust. 250 valid samples are collected and analyzed with the SEM software of LISREL. The results show that the ubiquitous connections, perceived fee and security risk significantly influence perceived value, while the contextual offering and security risk significantly influence the user trust.