基于信任转移视角的移动购物用户接受行为实证研究

Research on Mobile Shopping User Acceptance Behavior Based on the Perspective of Trust Transfer

基于消费者购物信任,从传统互联网转至移动互联网环境的视角,构建了一个整合的移动购物用户接受行为结构方程模型。采用LISREL软件进行验证,结果表明消费者对传统互联网购物的信任既直接影响其对移动购物的初始信任,又通过移动环境下的感知有用性和结构性保障因素间接影响移动购物初始信任。感知有用性、结构性保障、商家声誉均对初始信任具有正效应,但感知易用性与初始信任、便利性与初始信任间的假设关系不成立。

Based on the perspective of consumer shopping trust from the traditional Internet to the mobile Internet environ- ment, built a structural equation model of integrated mobile shopping user acceptance behavior and test them by LISREL. The result shows that consumer＇s confidence in traditional Internet shopping both directly influences its initial trust in mobile shopping and indirectly affects it through perceived usefulness and structural security. Perceived usefulness, structural secu- rity and business reputation has a positive effect on initial trust. But hypothesis between perceived ease of use, convenience and initial trust have not passed.