本文選題：移動商務(wù)　切入點：用戶信任　出處：《中南大學(xué)》2013年博士論文　論文類型：學(xué)位論文

【摘要】：摘要：隨著移動技術(shù)的迅速發(fā)展和普及應(yīng)用,移動商務(wù)已經(jīng)是大勢所趨,并正在改變著人們的工作、生活、行為方式。進入移動商務(wù)市場的公司都希望通過這一新的渠道獲得更多的客戶價值,而成功的移動商務(wù)應(yīng)用則依賴于用戶信任。因而,系統(tǒng)地研究移動商務(wù)環(huán)境下用戶信任的演化過程及其影響因素,具有非常重要的現(xiàn)實意義。 本研究構(gòu)建了移動商務(wù)用戶信任演化的生命周期概念模型,對其動態(tài)演化過程進行了仿真分析。針對其生命周期的具體階段,分別構(gòu)建了信任建立路徑模型和持續(xù)信任模型,通過實證研究,挖掘出影響移動商務(wù)信任演化的具體因素。本研究的主要貢獻體現(xiàn)在以下幾個方面： 首先,基于電子商務(wù)用戶信任生命周期理論,結(jié)合移動商務(wù)的特點,提出了移動商務(wù)用戶信任演化的生命周期概念模型,并將其作為本研究的主線。移動商務(wù)用戶信任的生命周期,在快速信任、初始信任、持續(xù)信任、信任消失(或不信任)幾種不同狀態(tài)中演化。一般情況下,通過互動、交流等方式,用戶將逐步地建立起的對某個具體商家的初始信任；在移動商務(wù)環(huán)境下,由于突發(fā)性需求,用戶會快速地采納移動商務(wù)的某個具體應(yīng)用,這就隱含著用戶對移動商務(wù)的最初的快速信任；不論是由初始信任還是快速信任導(dǎo)致的行為,如果獲得了正向的結(jié)果,都將促使信任向持續(xù)和穩(wěn)定演化,反之將導(dǎo)致信任的消失甚至是不信任。 其次,本研究運用演化博弈理論,從商家—用戶的交易成本入手,構(gòu)建了移動商務(wù)用戶信任動態(tài)演化模型。對模型進行了動態(tài)演化及均衡狀態(tài)分析,運用Netlogo軟件對演化過程進行了計算機仿真。研究發(fā)現(xiàn)：在用戶與商家的博弈過程中,存在4個博弈平衡點和1個鞍點,和兩個2個動態(tài)均衡(ESS)狀態(tài)：(信任,守信),(不信任,失信)。用戶信任的建立與演化,不僅僅是用戶個體的決策與行為,還受到其所處群體的決策行為影響。對4個博弈平衡點進行合理的控制和調(diào)節(jié),可以促使移動商務(wù)市場達到(信任、守信)的均衡狀態(tài)。 第三,構(gòu)建了移動商務(wù)環(huán)境下用戶信任的建立路徑模型,從個人、商家、技術(shù)、環(huán)境四個方面,將影響移動商務(wù)用戶信任建立的因素歸納為：基于個性的信任前因(信任傾向)、基于對商家和技術(shù)的認(rèn)知的信任前因(系統(tǒng)質(zhì)量)、基于環(huán)境的信任前因(結(jié)構(gòu)保證)。運用結(jié)構(gòu)方程模型進行實證研究,結(jié)果表明：移動商務(wù)環(huán)境下,用戶信任的建立有兩條路徑：既可以是由于外界“輸入”因素影響而快速產(chǎn)生的快速信任；也可以是由于獲得二手資料,與商家的互動而逐步建立起來的初始信任。信任信念對信任意向有顯著影響；系統(tǒng)質(zhì)量對信任信念影響最大；結(jié)構(gòu)保證顯著地影響用戶的信任意向,對信任信念卻沒有顯著影響；個人信任傾向?qū)π湃涡拍睢⑿湃我庀蚓酗@著且正向的影響。 第四,借用信息系統(tǒng)成功模型,結(jié)合信任理論,構(gòu)建了移動商務(wù)用戶持續(xù)信任模型。以移動軟件商店為調(diào)查的數(shù)據(jù)來源,運用結(jié)構(gòu)方程模型進行了實證研究。研究表明,老用戶具有更高的移動商務(wù)認(rèn)知度,系統(tǒng)的連接質(zhì)量對持續(xù)信任沒有顯著影響,用戶滿意度是影響持續(xù)信任的主要因素。用戶感知的信息質(zhì)量、系統(tǒng)質(zhì)量、服務(wù)水平均通過滿意度的中介作用正向影響對商家的持續(xù)信任。系統(tǒng)質(zhì)量對用戶的持續(xù)信任亦有直接正向的影響。研究還特別發(fā)現(xiàn)：移情負(fù)向影響用戶滿意度,并由于滿意度的中介作用,負(fù)向影響對商家的持續(xù)信任。這反映了當(dāng)前移動商務(wù)中用戶的一種負(fù)面態(tài)度,啟示商家在進行移動營銷活動時,要注意與用戶聯(lián)系的頻度,避免適得其反的過度問候與宣傳。
[Abstract]:Abstract: with the rapid development of mobile technology and application, mobile commerce is represent the general trend, and is changing people's work, life, behavior into the mobile commerce market. The company hopes to get more value for our customers through this new channel, and the application of mobile commerce success depends on the user and trust., systematic research on the evolution and influence of user trust in mobile commerce environment, has very important practical significance.
This study constructs a conceptual model of the life cycle of mobile commerce users trust evolution, the dynamic evolution process was simulated and analyzed. According to the specific stage of its life cycle, were constructed to establish trust path model and continuous trust model, through empirical research, dig out the specific factors that affect the evolution of trust in mobile commerce. The main contributions of this research the reflected in the following aspects:
First of all, users of e-commerce trust based on the life cycle theory, combined with the characteristics of mobile commerce, put forward the concept of the life cycle model of mobile commerce users trust evolution, and as the main line of this study. The life cycle of mobile commerce users trust, trust in the rapid, sustained initial trust, trust, trust (or trust). The evolution of several different states. Under normal circumstances, through interaction, communication, users will be established gradually to a specific initial trust in mobile business; business environment, due to the sudden demand, users will be a specific application of the rapid adoption of mobile commerce, which implies a fast user the initial trust in mobile commerce; whether the initial trust or trust leads to rapid action, if the obtained positive results will promote sustained and steady evolution to trust, and will guide The disappearance of trust is even distrust.
Secondly, this study uses evolutionary game theory, starting from the transaction costs of businesses - users, build mobile commerce users trust evolution model. The model analyzes the dynamic evolution and equilibrium state, use the Netlogo software for the computer simulation of the evolution process. The research found that: in the process of game users and businesses in existence the 4 game equilibrium and 1 saddle points, two and 2 (ESS): dynamic equilibrium state (trust and trustworthiness), (not trust promises). The establishment and evolution of the trust of users, not only is the decision and behavior of individual users, but also by the decision-making behavior of the influence of communities. Reasonable control and adjustment of 4 game equilibrium point, can promote the mobile e-commerce market reached (trust, trustworthy) equilibrium.
Third, build a mobile commerce environment the user trust path model, from a personal, business, technology, four aspects of environment, the influencing factors of mobile commerce users trust established as follows: the antecedents of trust based on personality (trust propensity), the antecedents of trust for business and technology based on cognition (quality system) based on the environment, the antecedents of trust (structural assurance). By using the structural equation model for empirical research, the results show that the mobile commerce environment, user trust building has two paths: can be fast trust due to external factors "input" fast; can also be due to second-hand data, and initial trust business interaction and set up progressively. Trust has a significant influence on trust intention; the greatest impact on the trust system of quality guarantee; structure significantly affect the user's trust intention, There is no significant influence on trust belief, and personal trust tendency has a significant and positive impact on trust belief and trust intention.
Fourth, information system success model, combined with the theory of trust, build the mobile business users continue to trust model. The mobile software store for the investigation of the source of the data, by using the structural equation model for empirical research. The study shows that the old users have a higher awareness of mobile commerce, the connection quality system has no significant impact on the continued confidence customer satisfaction is the main factor affecting the continuous trust. The quality of information, the user perceived system quality, service level through the intermediary role of positive influence satisfaction continued confidence in the business. The quality of the user trust system continued to have direct positive influence. The study also found that special empathy negatively affects user satisfaction, and the intermediary effect of satisfaction, negative effects of continued confidence in the business. This reflects a negative attitude towards the current user in mobile commerce, taking inspiration When you carry out mobile marketing activities, you should pay attention to the frequency of contact with users and avoid excessive greeting and publicity.

【學(xué)位授予單位】：中南大學(xué)
【學(xué)位級別】：博士
【學(xué)位授予年份】：2013
【分類號】：F274;F626

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