移动商务用户信息质量感知对粘性倾向的影响研究

An Influence Research of Mobile Commerce User Information Quality Perception to Stickiness Intention——Information Behavior Process Perspective

论文从信息行为过程视角深入探讨移动商务用户的信息质量感知对粘性倾向的影响效应关系,帮助移动商务平台建立粘性机制,从而更好地吸引与保留客户。首先结合移动商务用户消费行为过程解析相应的信息行为过程,形成移动商务用户信息行为过程模型;然后基于信息行为过程模型,构建移动商务环境下用户信息质量感知对粘性倾向的影响模型(简称MUISM),提出相应研究假设并设计具体的测量指标;最后,基于获取的492份有效问卷利用AMOS17.0应用ML法对MUISM模型进行检验和分析,并结合实证分析结果提出提高移动商务平台用户粘性的针对性建议。

The paper had deeply studied the influence of the information quality perception of mobile commerce users on stick- iness intention from the perspective of the process of information behavior, hoped to promote the establishment of a cohesive mecha- nism for mobile commerce platform, so as to attract and retain customers better. Firstly, the paper had formed a process model of information behavior based on the analysis of the process of consumer behavior of mobile commerce users. Then, the influence model （MUISM） of the user＇s information quality perception of the mobile conmaerce environment was constructed on the process model of information behavior, the corresponding research hypotheses were proposed and specific measurement indicators were designed. I_ast- ly, the MUISM model was tested and analyzed by using ML AMOS17.0 method with the 492 valid questionnaires, and the targeted recommendations had been put forward to improve the user stickiness on the results of the empirical analysis.