基于特定群体的移动商务消费者信任影响因素分析

消费者信任是影响移动商务发展的关键因素,针对国内移动商务发展的现状,构建了以高校大学生为研究对象的移动商务消费者信任影响因素模型,模型包括消费者个人、产品、移动商家、移动技术、网站媒介以及制度保障6个方面的内容,并据此设计了网络调查问卷,累计收集了219份有效数据.实证分析表明:对高校大学生而言,移动终端设备的易用性是影响消费者信任最关键的因素,其次是消费者对移动互联网和移动商家的熟悉程度,第三是移动商务产品的价格差异;最后根据数据分析结果提出了改善移动商务消费者信任的建议.

Analysis of Influencing Factors of Consumer Trust in Mobile Commerce Based on Specific Groups

Consumer confidence is the key factor affecting the development of mobile commerce. Taking the college students as the object of study, this paper built a model of consumer trust influencing factors in mobile commerce. The model includes six aspects of factors: individual consumers, products, mobile business, mobile technology, web media and system security, and the correspording web survey questionnaire was designed, and a total of 219 valid data was collected. The study shows that easy use of mobile terminal device is the most critical factor affecting consumer confidence, followed by consumer familiarity with the mobile Internet and mobile businesses, and the third is the price difference of mobile commerce products. Finally, the suggestions were put forward of trust in mobile commerce according to the data analysis results.