移动内容服务采纳过程中的信任变化分析

The Evolution of Trust in the Process of Adoption of Mobile Content Service

分析消费者信任因素的变化对于理解移动内容服务的采纳和市场扩散具有重要的意义。本文采用实验的方法,选取相同的消费者在采纳移动内容服务早期和采纳后期的样本数据,并把对于相同实验对象前后两次测量的样本数据综合到一个模型中,利用结构方程模型的方法验证信任变化的理论模型。研究发现,初始信任对于消费者满意具有影响作用,采纳早期的信任因素将被整合进入采纳后期的信任因素中,但是,采纳早期信任因素的作用不断弱化,而采纳后期消费者满意度对于后期的消费者信任具有决定性作用。

It is significant for understanding adoption and diffusion of mobile content services by analyzing trust evolution. Through the method of experiment,we collect sample data twice from the same batch of consumer. The first collected sample data indicates consumer's attitude in the early period of adoption mobile content service,and the second collected sample data expresses attitude of faithful consumer. By integrating two sample data from the same batch of consumer into one structural equation model,we can testify the trend of trust evolution in the mobile content service. This research reveal that initial trust affects consumer's satisfaction,and initial trust will be partly brought into attitude of later period. But in the later period of adoption for mobile content service,consumer's satisfaction has more decisive effects than initial trust and other factors.