文档介绍：沈阳理工大学
硕士学位论文
我国移动商务消费者初始信任影响因素研究
姓名:何松
申请学位级别:硕士
专业:企业管理
指导教师:金敏力
2011
沈阳理工大学硕士学位论文

摘要

随着移动设备和无线服务技术的飞速发展,移动商务已经显示出巨大的发展
潜力。移动商务在我国已经有了实际的应用,但是其业务却发展缓慢,消费者对
移动商务缺乏信任已经成为我国移动商务发展的障碍。因此,本文就影响我国移
动商务消费者初始信任的因素进行研究,以期提高我国消费者对移动商务的初始
信任,促进我国移动商务的发展。
本文以移动商务相关理论为基础,综合国内外学者对初始信任影响因素的研
究模型,构建我国移动商务消费者初始信任影响因素模型,并通过发放调查问卷
对模型进行验证,根据 SPSS 的分析结果得出影响我国移动商务初始信任的因素,
最后依据分析的结果给出提高我国移动商务消费者初始信任的建议。
本文主要包含五个部分内容:一、总结移动商务消费者初始信任影响因素的
相关理论;二、对我国移动商务消费者初始信任影响因素进行分析;三、建立我
国移动商务消费者初始信任影响因素模型;四、通过发放调查问卷对模型进行验
证;五、对研究结果进行讨论,并提出提高我国消费者对移动商务初始信任的建
议。
通过数据分析和对假设的验证本文得出以下结论:1、初步证明了移动商务网
站的声誉、有用性和易用性、定制化服务、相关链接性、互动性、有吸引力的奖
励、消费者个人信任倾向、法律环境以及安全与隐私保护这些因素影响我国移动
商务消费者初始信任。2、不同学历、不同性别的消费者的个人信任倾向对移动商
务的初始信任存在显著影响;不同年龄、不同职业的消费者的个人信任倾向对移
动商务的初始信任不存在显著影响。

关键词:移动商务;初始信任;影响因素;消费者接受理论
沈阳理工大学硕士学位论文

Abstract

Mobile business has shown great potential with the rapid development of mobile
equipment and wireless service technology. In China, merce has already
implemented in some areas, however its business developed very slowly and the lack of
consumer trust has e an obstacle to the development of merce.
Therefore, this dissertation through research the initial trust factors of consumer in
merce to find how to improve the consumers’ initial trust and promote the
development of merce in China.
This paper based on the theories of merce and the models of initial
trust factors which established by both Chinese and foreign scholars, building a model
of merce consumer initial trust in China. This model is verified by issuing
questionnaires and then according to the SPSS analysis to obtained the initial trust
factors of merce. Finally, some suggestions are showed to increase
consumers’ initial trust in China.
There are five parts in this dissertation. Firstly, to summarized the related theories
of consumer initial trust factors in merce. Secondly, to analyzed the
consumer initial trust factors in merce. Thirdly, it e