一种基于手机银行的多维信任等级评价模型研究

Research on multidimensional trust level evaluation model based on mobile banking

手机银行是通过移动通信平台、银行金融机构为手机用户提供移动金融支付服务.由于存在高认知风险以及使用手机银行的相关操作体验不佳,从而信任机制与信任模型就显得尤为迫切.论文首先构建了信任倾向的体系结构,然后建立了手机银行多维信任因素组合的客户直接信任度模型、金融业务信任度模型、信任偏离程度模型、客户信任惩罚值模型、客户最终的信任评价模型等相关模型,最后确定了多维信任的手机银行信任等级数据库.因此,手机银行的使用更加需要关注信任倾向和体验感,促进用户正常使用和信赖手机银行服务.

Mobile banking provides a new mode of mobile financial transaction services with mobile communication platform for mobile phone users.Due to high risk of cognitive and relevant experience in using mobile phone bank,its trust mechanism and trust model are particularly urgent.Firstly,in this paper,the trust tendency system is established.Then the mobile banking multidimensional trust factors are analyzed,such as mobile banking customer direct trust degree model,financial business trust model,customer trust level model,customer trust penalty and ultimately trust evaluation model.Finally,the multidimensional trust of mobile phone bank trust level database is determined.These results suggest that more attention on the initial trust and experience are required in mobile banking usage for promoting user acceptance and making mobile phone banking services trustful.