移动电子商务中客户信任影响因素实证研究

Empirical Research on the Influence Factors of Customer Trust in Mobile Electronic Commerce

通过问卷调查的方法收集样本,利用统计软件对数据进行分析,从多个维度和层次对移动终端客户信任影响因素进行研究,挖掘相关维度与客户信任之间的关系。研究结果表明,影响移动电子商务客户信任的主要因素有:商品和服务质量,店铺信誉度,买家评价,无线网络的普及性,应用软件的安全性和实用性,其中店铺和网站信誉对客户信任影响更显著,高信誉的店铺会提升网站的信誉;高信誉的网站会获得客户给予卖家的好评,为移动电子商务提高客户信任度提出合理建议。

Through questionnaire survey to collect samples, using statistical software to analyze the data, from multiple dimensions and study the factors affecting the level of mobile terminal client trust, mining dimension relationships with customer trust, the research results showed that, of main factors effecting mobile e-commerce customer trust have： commodity and service quality, shop reputation degrees, buyers evaluation, wireless network of universal sex,application software of security and practical, which shop and website reputation on customer trust effect more significantly, high reputation of shop will upgrade website of reputation; high reputation of website will get customer give sellers of praise, for mobile e-commerce improve customer trust degrees proposed reasonable recommends.