网络社群相关属性对移动电商消费信任的影响  

The Influence of Network Community Related Attributes on Mobile E-Commerce Consumer Trust

作　　者：万君[1] 郭鸿泰 Wan Jun;Guo Hongtai(School of Marketing Management of Liaoning Technical University,Huludao Liaoning 125105)

机构地区：[1]辽宁工程技术大学营销管理学院

出　　处：《情报探索》2019年第12期89-95,共7页Information Research

基　　金：国家自然科学基金项目“网络购物的供应链结构、机制设计与产品质量诚信研究”(项目编号:71201012);辽宁省教育厅科学研究一般项目“网络社群嵌入对移动电商消费者信任的作用机理研究”(项目编号:LJYR021)成果之一

摘　　要：[目的/意义]探究网络社群对移动电商消费信任的影响,为移动商务企业建立社群,解决消费者移动购物过程中的信任问题提供参考。[方法/过程]基于技术接受模型建立移动电商消费信任影响模型,运用SPSS软件进行分析验证。[结果/结论]网络社群感知可靠性、成员归属感、感知相似性和个人信任倾向对移动电商消费信任有直接正向影响,成员互动性对移动电商消费信任无直接影响,对感知相似性有正向影响,个人信任倾向对成员互动性也有积极作用。[Purpose/significance]The paper investigates the impacts of the online communities on mobile e-commerce consumers’trust,and provides references for mobile commerce businesses to establish a community,so as to solve the trust problem in the consumer mobile shopping process.[Method/process]Based on the technology acceptance model,the impact model of mobile e-commerce consumers’trust is established,and SPSS software is used for analysis and verification.[Result/conclusion]The perceived reliabilitymember belonging,perceived similarity and personal trust tendency in network communities have direct positive impacts on mobile e-commerce consumers’trust.Member interaction has no direct impact on mobile e-commerce consumers’trust,but has a positive impact on perceived similarity.Personal trust tendency also has a positive impact on member interaction.

关 键 词：网络社群 移动电商 消费信任 技术接受模型 

分 类 号：G350[文化科学—情报学]