基于信任转移视角的移动购物用户接受行为实证研究.pdfVIP

~.辑学~2015 年 2 月·第 29 卷·第 2 期(总第 182 期) 皇军铺望耀理 基于信任转移视角的移动购物用户 接受行为实证研究 万君1 ，李静l ，赵宏霞2 (1.辽宁工程技术大学营销管理学院，辽宁葫芦岛 125105 ; 2. 渤海大学管理学院，辽宁锦州 121000) 摘要:基于消费者购物信任，从传统互联网转至移动互联网环境的视角，构建了一个整合的移动购物用户接受行为 结构方程模型。采用口SREL 软件进行验证，结果表明消费者对传统互联网购物的信任既直接影响其对移动购物 的初始信任，又通过移动环境下的感知有用性和结构性保障因素间接影响移动购物初始信任。感知有用性、结构性 保障、商家声誉均对初始信任具有正效应，但感知易用性与初始信任、便利性与初始信任间的假设关系不成立。 关键词:移动购物;信任转移;初始信任;用户接受 DOI: 1O.13956/j. ss.1∞1 - 8409.2015.02.26 中图分类号:F274; F724 文献标识码:A 文章编号:1001 -8409(2015)02 -0121 -05 Research on Mobile Shopping User Acceptance Behavior Based on the Perspective of Trust Transfer W AN Jun 1 , LI Jing 1 , ZHAO Hong-xia 2 (1. School 01 Marketing Management , Liaoning Technical Univers的， Huludao 125105; 2. School 01 Management , Bohai University , Jinzhou 1210∞) Abstract:Based on the perspective of consumer shopping trust from the traditional Internet to the mobile Internet environ帽 ment , b由lt a structural equation model of integrated mobile shopping user acceptance behavior and test them by LISREL 哑le result shows that consumers confidence in traditional Intemet shopping both directly inf1uences its initial trust in mobile shopping and indirectly affects it through perceived usefulness and structural security. Perceived usefulness , structural secu- rity and business reputation has a positive effect on initial trust. But hypothesis between perceived ease of use , convenience and initial trust have not passed. Key words: mobile sh叩ping; trust transfer; initial trust; user acceptance 引言