移动商务用户信息质量感知对粘性倾向影响探究.docVIP

移动商务用户信息质量感知对粘性倾向影响探究 　　〔摘要〕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 〔关键词〕移动商务；信息质量感知；粘性倾向；信息行为；用户 DOI：10.3969/j.issn.1008-0821.2017.04.011 〔中图分类号〕G203〔文献标识码〕A〔文章编号〕1008-0821（2017）04-0072-10 An Influence Research of Mobile Commerce User Information Quality Perception to Stickiness Intention ――Information Behavior Process PerspectiveYe Fengyun （School of Management，Anhui University，Hefei 230601，China） 〔Abstract〕The paper had deeply studied the influence of the information quality perception of mobile commerce users on stickiness intention from the perspective of the process of information behavior，hoped to promote the establishment of a cohesive mechanism 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 users information quality perception of the mobile commerce environment was constructed on the process model of information behavior，the corresponding research hypotheses were proposed and specific measurement indicators were designed.Lastly，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. 〔Key words〕mobile commerce；information quality perception；stickiness intention；information behavior；user 1研究背景 中国互联网络统计中心CNNIC 2016年1月发布的《第37次中国互联网络发展状况统计报告》显示，截至2015年12月，中国手机网民规模达6.20亿，网民中使用手机上网人群占比提升至90.1%；我国手机网络购物规模达到3.40亿，手机网络购物的使用比例提升至54.8%。在网络应用中，移动商?绽嘤τ玫牡匚辉嚼丛街匾?，手机支付、手机网络购物、手机订餐、手机旅行预订等应用的网民规模均稳定增长，移动商务已成为电子商务类企业激烈的竞争领域，如何吸引移动互联网用户的注意并使他们尽可能停