作　　者： ; ; ;

机构地区： 华南农业大学经济管理学院

出　　处： 《管理科学》 2011年第6期93-103,共11页

摘　　要： 移动商务消费者信任的发展是一个随时间演变的动态过程,对这一动态过程的形成和作用机制的研究比较缺乏。以移动银行为研究对象,基于拓展的效价理论、自我感知理论和信息系统期望确认理论,构建三阶段消费者信任动态演变模型,分析消费者使用前的决策行为的形成机制、使用行为的反馈作用机制和使用后的评价机制。通过实验方法收集163个有效的纵向样本数据,采用SPSS和PLS-Graph软件进行统计分析。实证结果表明,信任对消费者的使用行为有直接和间接的显著影响,使用行为对使用后的用户认知或心理因素有正向的反馈作用,用户的评价显著影响满意,满意促使用户信任水平的提高,新的信任水平进一步对用户未来的行为有重要的影响,信任的变化构成一个循环的动态过程,解释了信任动态演变的规律。 The development of consumer trust in mobile commerce is a dynamic process over time. However, little research has been done on the formation law of this dynamic process. Based on the extended valence theory, self-perception theory and IS expectation-confirmation theory, this study builds a three-stage theoretical model of consumer trust evolution in the context of mobile banking, and mainly analyzes the formation mechanisms of consumer decision-making behavior in the pre-usage phase, the feedback mechanisms of usage behavior in the usage phase and the evaluations mechanisms in the post-usage phase. Through a labo- ratory experiment which collects 163 valid longitudinal questionnaires, we use the SPSS and the PLS-Graph software to conduct statistical analysis. The empirical results indicate that trust not only directly affects usage behavior significantly, but also has significantly indirect influence on it through other variables. Usage behavior has significant positive feedback on the eognitive or psychological factors, users＇ evaluations have significantly positive impact on satisfaction, satisfaction prompts the level of user trust in turn which further has important effect on the future usage behavior, and ultimately, the evolution of trust forms a round dynamic feedback process, which explain the law of trust evolution.

关 键 词： 消费者信任 移动商务 移动银行 纵向研究

领　　域： [经济管理]