服务提供商特性与消费者信任倾向对移动商务信任的影响

Impacts of Service Vendors' Characteristics and Consumer's Disposition to Trust on Mobile Commerce Trust Intention

基于服务提供商和消费者整合的视角,本文系统研究服务提供商的品牌声誉、服务质量、隐私保护和消费者信任倾向对移动商务信任意图的影响机制,同时考察消费者信任倾向对服务提供商特性与信任意图关系的调节作用。实证结果表明,服务提供商的品牌声誉、服务质量和隐私保护显著影响移动商务信任意图;消费者信任倾向对服务提供商特性与移动商务信任意图之间的关系产生显著的调节效应;对信任倾向更显著的消费者而言,服务提供商服务质量和隐私保护对移动商务信任意图产生更显著的积极影响,但品牌声誉对移动商务信任意图产生更显著的消极影响。

From an integrated perspective of service vendors and consumers, this study comprehensively investigated the impact mechanism of service vendors＇ brand reputation, service quality, privacy protection and consumers＇ disposition to trust on mobile commerce trust intention, and also examined the moderating effect of consumers＇ disposition to trust on link between service vendor characteristics and mobile commerce trust intention. The empirical results showed that service vendors＇ brand reputation, service quality and privacy protection had significantly positive impacts on mobile mom merce trust intention, and that significant moderating effect of consumers＇ disposition to trust was found on the relation between service vendors＇ characteristics and mobile commerce trust intention. The findings also suggested that for con sumers having more dispositions to trust, service vendors＇ service quality and privacy protection had more significantly positive impacts on mobile commerce trust intention, but brand reputation played more significant and negative effects on intention to trust m commerce.