多层多维尺度下的移动商务用户满意度影响因素研究

RESEARCH ON THE INFLUENCING FACTORS OF MOBILE COMMERCE USER SATISFACTION BASED ON MULTI-LAYER AND MULTIDIMENSIONAL SCALE

目前,以移动商务为代表的网络经济在我国快速发展,研究移动商务用户满意度问题具有非常重要的意义。基于移动商务背景,首次全面系统提出多层多维尺度的移动商务用户满意度影响因素测量模型。结果显示,它是一个3层多维的度量结构,由6个主维度(顾客行为、心理情感、信息技术、产品、交易和制度)和18个子维度(个性特征、社会阅历、文化习俗、个人爱好、预期质量、易用性、安全性、有效性、产品品牌、感知质量、感知价值、便利性、快捷性、可靠性、企业形象、认证机构、网络社区和法律授权)共同组成来度量移动商务用户满意度。然后,利用SPSS23.0软件对收集的数据进行信度分析,剔除了不满足标准的5个测度项;并通过主成分分析对净化后的测度项进行验证性因子分析,结果表明模型中25个因子结构是合理的。

At present, the network economy represented by mobile commerce is developing rapidly in China, so it is of great significance to study the use satisfaction of mobile commerce. Based on the background of mobile commerce, the multi-layer and multi-dimensional measurement model of influencing factors of mobile commerce user satisfaction is proposed systematically for the first time. The results show that it is a multidimensional and 3-layer structure,which consists of six primary dimensions(customer behavior, psychology,information technology, systems, products and transactions) and 18 sub-dimensions(personality characteristics, social experience, cultural customs, personal hobbies, expected quality, ease of use, safety, effectiveness, product brand, perceived quality, perceived value, convenience, rapidity, reliability, corporate image, certification authority, network community and legal authorization), to measure mobile commerce user satisfaction. The SPSS23.0 software is used for reliability analysis of the collected data, and 5 measuring items which do not meet the criterion are deleted. In addition, we make the confirmatory factor analysis for the purified items through principal component analysis. The results show that the structure of 25 factors in the model is reasonable.