消费者商场“手机钱包”初始信任影响因素的实证分析——基于长株潭试点区域

An Empirical Analysis of Factors Influencing Consumers' Initial Trust on Mobile Phone-Purse in Malls——Based on Changshan-Zhuzhou-Xiangtan Experimental Area

消费者在商场移动支付情境中对"手机钱包"初始信任的影响因素众多,研究发现结构保证因素对处于推广初期的"手机钱包"业务的初始信任影响最显著,其他影响因素依次为感知手机钱包优点、风险因素、个人信任倾向、声誉因素。基于以上结论,企业应通过提高"手机钱包"优点认知、寻求政府支持、引入第三方认证、采取差异化营销策略等措施来构建安全和谐的消费环境。

There are many factors influencing the consumers＇ initial trust on ＂mobile phone-purse＂ in payment in shopping malls. The study finds that the most significant influence on consumers＇ initial trust on ＂mobile phone-purse＂ in the early promotion period comes from the structure security factors, while the other factors are perception about the purse advantages, risk factors, personal trust tendency, and reputation factors. Due to the above conclusions, the enterprise should enhance the recognition of ＂mobile phone-purse＂ advantages, seek the government＇s support, bring in the third party certification, take differentiation strategy of marketing measures, and construct a harmonious and safety consumption environment.