网上至移动环境下的信任转移模型及其实证研究

Trust Transfers from Online to Mobile Environment:An Empirical Study

移动证券服务是移动通信技术在证券行业的一个新兴应用。相对于传统的电话交易服务和网上证券交易服务,移动证券服务拥有诸如随时随地、方便性和私密性等优势。然而,采用移动证券服务进行股票交易的用户人数远远小于采用其它方式的用户数量。其主要原因是投资者缺乏对移动证券服务的初始信任,从而影响到他们接受和使用移动证券服务。本研究的目的是探索信任转移是否是建立移动证券服务初始信任的有效途径,分析了投资者对网上证券服务的信任是如何影响其对移动证券的感知,以及影响移动证券初始信任和使用意向的其它重要因素,并对信任从网上环境向移动环境的转移情况进行了实证研究。研究结果表明,网上证券服务的信任不仅直接影响移动证券服务的初始信任,而且通过移动环境下的结构保证和感知的有用性间接影响移动证券服务的初始信任。同时,感知的有用性、结构保证和信息质量等因素对移动证券的初始信任都有显著影响。但是,便利性和感知的易用性对移动证券服务初始信任的影响并不显著。

Mobile brokerage service is an emerging application of mobile commerce in the brokerage industry.Compared with telephone-based trading service and online brokerage service,it has such advantages as ubiquity,convenience and privacy.However, the number of investors using the mobile brokerage service to conduct securities trading is far smaller than those using other trading methods.A plausible reason for this is that investors lack initial trust in mobile brokerage service,which affects their acceptance of mobile brokerage service.The purpose of this research is to examine trust transfer as a means of establishing initial trust in mobile brokerage service.Specifically,we analyze how an investor’s trust in online brokerage service of a brokerage firm affects her cognitive beliefs about the mobile brokerage service of the same firm and what other factors influence the formation of initial trust in the mobile brokerage service.We develop and empirically test a theoretical model of trust transfer from the online to the mobile environment.Results show that trust in online brokerage service not only has a direct impact on initial trust in mobile brokerage service,but also an indirect effect on initial trust through perceived usefulness and structural assurance of the mobile brokerage service.Furthermore,perceived usefulness,structural assurance, and information quality have significant effects on the initial trust in mobile brokerage service.We also find that perceived ease of use does not satisfy the conditions of a mediating effect,and perceived usefulness and structural guarantee partially mediate the effect of trust in online brokerage service on initial trust in mobile brokerage service,which further shows that trust in online brokerage service has both direct and indirect impacts on initial trust in mobile brokerage service.However,contrary to our expectation, convenience and perceived ease of use have little effects on the initial trust in mobile brokerage service.