手机银行个人用户使用意向多因素模型及影响分析

通过对国内手机银行研究现状的总结分析,发现我国在手机银行使用意向的研究中仍存在一些不足,包括理论模型单一、忽视了用户所处的环境对其使用意向可能产生的影响等方面的问题。本文基于理性行为理论、技术接受模型、计划行为理论等经典采纳理论的核心内容,从个人用户角度出发,构建影响手机银行使用意向的多因素模型,并对感知易用性、感知有用性、感知风险、感知设备性能、感知成本及主观规范等六大因素进行分析。同时,本文引入了文化价值观作为调节变量,研究文化情境对于个人用户使用意向的影响,从而为我国手机银行的推广使用提出可行措施。     

基于附加信任的TAM模型个人互联网保险使用意向研究

互联网保险的出现,打破了传统保险业的营销模式,使得保险由线下步入线上,通过探究影响顾客使用互联网保险的因素可以更好的建立比较全面的互联网保险使用评估体系,并从众多影响因素中筛选出影响消费者对网上银行选择的关键因素,本文在传统的TAM模型中引入了信任因素,从而建立了一个更好的衡量互联网保险使用意向的模型,通过制定相应的调查问卷,对收集来的数据相关性分析和回归分析发现其中的相关性关系,并测定其强弱,方便各家互联网保险公司确立改善其业务的着力点,从而尽快确立竞争中的优势地位。     

在线评论对信任和购买意向影响研究

大数据时代,网上商品数量急剧增加,而作为一名消费者,如何在庞大的商品库中挑选商品并做出购买决策,这不仅受到感知信任的影响还受到在线评论数量和极性的影响。     

社会化电子商务消费者信任对初次购买意向影响的实证研究

随着社交媒体的快速发展,社会化电子商务正在兴起。信任对于社会化电子商务中消费者初次消费有着重要影响。本文将消费者信任分为对推荐的信任、对网站的信任以及对商家的信任,并通过实证研究证明其对消费者初次线上购买意向均有显著的正相关相系。最后对电子商务商家的营销实践提出一些建议。     

移动即时通讯业务持续使用意向研究

为探究影响移动即时通讯业务持续使用意向的主要因素,基于信息系统持续使用模型,构建了移动即时通讯业务持续使用意向的研究模型。采用问卷调查法获取数据,并进行实证研究。结果表明,感知易用性、满意度和感知有用性对用户持续使用意向有显著的直接影响,期望确认和感知娱乐性对用户持续使用意向有通过满意度中介的间接影响。研究结果对移动即时通讯业务运营商如何有效保持用户、提高运营绩效具有一定的参考价值。     

三网融合应用服务使用意向影响因素实证分析

为了研究消费者对三网融合应用服务的使用意向,根据三网融合应用服务的特点,基于技术接受模型和计划行为理论的整合,引入感知风险,构建了三网融合应用服务消费者使用意向模型。通过对重庆市消费者的调查,采用LIS-REL8.7建立结构方程模型并进行检验,探讨了影响消费者对其使用意向的关键因素。结果表明:感知易用对使用三网融合应用服务态度影响最大,其次是感知有用和感知风险,并通过使用态度最终影响使用意向。感知行为控制对消费者使用三网融合应用服务意向影响最大,其次是使用态度和主观规范。最后根据研究结果对我国三网融合应用服务发展提出管理启示与建议。     

影响中小跨境电商对第三方支付使用意向的因素研究

本文意在探索影响中小跨境电商企业对第三方支付平台使用意向的因素。本文以技术接受模型为理论基础,引入了主观规范、员工自我效能和转换成本三个外部变量,就其与感知有用性、感知易用性、使用意向和使用行为等变量之间可能存在的关系提出了假设。原始数据以问卷调查的方式收集并导入结构方程模型,进行验证性因子分析、拟合度检验和路径分析。分析结果显示,除感知有用性和感知易用性以外,主观规范和转换成本同样能直接正向影响使用意向,主观规范和员工自我效能均对感知有用性具有正向影响,同时员工自我效能对感知易用性的影响比感知有用性更加显著,而转换成本和感知有用性之间则没有相关性。     

我国制造企业互联网分销渠道的信任机制研究

互联网对制造企业的分销渠道产生了重要影响,制造企业要在激烈的市场竞争中赢得竞争优势,必须重视互联网环境下的分销渠道建设,其关键是要建立制造企业与客户的信任关系,完善信任机制体系。本文首先分析了制造企业互联网分销的信任状况,找出其中存在的信任问题;在此基础上,从信息经济学、博弈论和行为科学三个角度分析产生信任问题的原因;最后,提出完善我国制造企业互联网分销的信任机制体系。     

中国C2C交易市场网上购物意向影响因素实证研究

本文以技术接受模型为基础,增加信任因素变量,建立了研究模型,通过网上问卷调查,运用结构方程模型进行了实证检验,研究结果发现感知有用性、感知易用性和信任是影响C2C交易市场消费者网上购物意向的主要因素,个人信任倾向、感知服务质量和信用评价机制是信任产生的决定因素。最后基于实证结果对C2C交易平台提供商和在线卖家提出相关对策建议。     

区域性农产品电商平台使用意向影响因素实证研究北大核心CSSCI

农产品电子商务作为农产品流通的重要形式,发展与公共第三方平台互补的区域性农产品电商平台对于提高农产品流通效率、提升农产品竞争力、增加农民收入意义重大。然而,当前多数区域性农产品电商平台因辐射面相对较窄,存在用户数量少、使用率低、经营状况差等问题。只有了解农产品电商平台应用影响因素,才能有针对性地采取措施,提高平台推广效果与使用率。基于计划行为理论和技术接受模型,对区域性农产品电商平台使用意向影响因素进行问卷调查和统计分析发现,态度、主观规范、感知行为控制正向影响个体对区域性农产品电商平台的使用意向;感知风险、感知易用性、感知有用性通过影响使用态度间接影响个体使用意向。因此,为更好地提高用户使用意向,区域性农产品电商平台经营者一定要在围绕平台特色与消费者需求,不断优化平台商品供给结构的同时,重视平台传播渠道管理,加强客户关系维护,提高平台声誉,并结合实际需要优化平台操作流程,提高用户体验,提升用户感知易用性。     

消费者情绪对品牌信任的影响

本文运用实验研究的方法讨论了消费者情绪对品牌信任的影响及品牌熟悉度的调节作用,报告了两个实验研究的结果：基于情感信息模型,在消费者对品牌不熟悉的情况下,消费者的不同效价与不同评估类型的情绪,影响了消费者对品牌信任的评价;基于情感注入模型,品牌熟悉度调节了消费者情绪对品牌信任的影响。     

Consumer Adoption of Mobile Internet Services: An Exploratory Study

This study provides a framework that captures the antecedents of mobile internet adoption and the willingness to pay for such service. The theory of reasoned action and components of a theory of innovation adoption were integrated into a research model of consumer adoption of the mobile internet. The hypothesized model included service quality perceptions (fixed internet and mobile technology service), beliefs about mobile internet, and individual difference variables to explain intention to adopt mobile internet. An online questionnaire was used to gather data. The results showed that beliefs and quality perceptions play a significant role in influencing intentions to adopt mobile internet. In particular, beliefs about mobile internet are positively related to the adoption; quality perceptions of fixed internet are found significant to negatively influence adoption intentions, but positively relate to willingness to pay for using mobile internet. Mobile service usage, and peer influence are found non-significant to influence adoption intentions. Fixed internet usage was found negatively affect adoption intentions. Computer skills, knowledge of mobile internet and career mobility are all found positively related to the adoption. In addition, innovation driven consumers are more likely to adopt mobile internet, and intention to adopt plays an important role in shaping actual mobile internet use. Implications of results and directions for future research are examined.     

Factors that Influence Consumer Adoption of E-government Services in the UAE: A UTAUT Model Perspective

The objective of this research study is to identify the constructs and factors important to the user-centric transformation of e-governments. The research design follows the comprehensive Unified Theory of Acceptance and Use of Technology model. The primary data for the research were collected from potential and current users of e-government services in the United Arab Emirates. Exploratory factor analysis was used to extract the important constructs from the 19 factors identified from the literature. Regression analysis was used to identify the influence of individual constructs on overall satisfaction, while correlation analysis was used to identify the relationship between Internet usage and user satisfaction. Analysis of variance and t-test were used to identify potential differences among demographic factors and their overall satisfaction with e-government services. This study identifies confidentiality and users’ trust and attitudes toward using technology as key determinants of overall satisfaction and the subsequent adoption of e-government services. The study also identifies significant differences in how different genders adopt the use of e-government services.     

互联网金融发展及对传统银行业的影响

随着科学技术的快速发展和互联网时代的到来,互联网技术在金融领域的应用范围也越来越大,互联网金融自身的便利性和高效性也受到了人们越来越多的关注。但是互联网金融的快速发展,使传统的银行业受到了极大的冲击和影响。互联网金融削弱了商业银行的传统竞争优势,使商业银行的支付功能边缘化,促进了商业银行的战略转变,商业银行在互联网金融环境中处于劣势。因此,商业银行必须积极面对互联网金融模式带来的挑战,看清形势,抓住机遇,并顺应时代发展改变策略。     

品牌仪式的“见”之效应：品牌仪式如何影响消费者信任

受新冠肺炎疫情的影响,大多消费者只能在线观看企业通过互联网实施的品牌仪式,然而以往研究更多揭示的是消费者直接参与的仪式效应,鲜有消费者不直接参与的仪式研究。基于社会交换理论,文章运用实验法探讨了当消费者见到但不实际参与品牌仪式时,品牌仪式对消费者信任的影响机制,即品牌仪式的“见”之效应。结果表明：作为视觉材料呈现的品牌仪式（对比随机动作）也能激活消费者的仪式感知,增加消费者对品牌的信任。原因在于当消费者从品牌仪式的互动体验中获取相应的积极情感资源（心流体验）后,会更倾向与品牌建立信任关系。此外,消费者品牌关系规范会调节品牌仪式对消费者信任的影响,对于共享型关系中的消费者,品牌仪式通过增强消费者心流体验,进而增加消费者对品牌的信任,但对于交易型关系中的消费者,该效应消失。     

A Cross-National Study on Online Consumer Perceptions,Trust, and Loyalty

This article analyzes the validity of signaling theory and relationship marketing in e-commerce and in two different countries with different stages of technology development. We advance a model that reflects the role played by website characteristics as determinant factors of trust and loyalty to the website. The model is tested for young Internet users. It is examined in Spanish and Japanese contexts to ascertain whether any differences emerge due to differing cultures and shopping contexts. Results reveal few differences between Spain and Japan, despite their contrasting development of e-commerce and Information and Communication Technologies (ICT). Customer service is the most important website signal to engender trust, a feature closely linked to loyalty both in Japan and Spain. However, reputation seems more important when engaging Japanese buyers' trust, whereas only website design has an impact on Spanish buyers' trust.     

产品伤害危机管理因素对消费者信任修复的影响研究

利用联合分析法,通过情景模拟调研,对产品伤害危机管理中的重要影响因素(如企业社会责任、企业响应策略、媒体效用以及时间)在不同危机严重程度(非常严重、中等程度、轻微程度)下对消费者信任修复造成的影响以及重要程度进行研究,结果表明,时间对于非常严重程度下的消费者信任修复最为重要,响应策略对于中等严重程度下的消费者信任修复最为重要,而企业社会责任对于轻微程度下的消费者信任修复最为重要。     

Trust,Brand Equity and Brand Reality in Internet Business Relationships: An Interdisciplinary Approach

Trust and the concept of the brand are increasingly of interest in the study of business relationships on the Internet. Synthesising studies of trust from other disciplines such as accounting, sociology, psychology and biology can provide useful insights into the application of trust both specifically and generally, to Internet business relationships. While there is a plethora of models, those with potential application for Internet business relationship theory are described and analysed. The argument is extended to discuss the concept of the brand as a surrogate for trust, and hence as a reliable identifier of a certain cluster of values.     

The Influence of Communication Source and Mode on Consumer Adoption of Technological Innovations

Communication is the critical process of diffusion of technological innovations, yet there is little research in the consumer behavior literature investigating how communication affects consumers’ decision to adopt technological innovations. This paper examines the effects of communication source and modality on consumers’ adoption of technological innovations using the 1999 University of Michigan's Survey of Consumers data. Specifically, a typology of communication sources and modality is presented, and the respective and interrelated influences of source and mode on consumers’ adoption of electronic banking are examined. The results demonstrate that communication factors can serve as significant predictors of consumer adoption of technological innovations and that consumer preferences for communication source and modality vary for different segments of adopters. In addition, we find information gaps between consumer segments high and low in socioeconomic status. Finally, implications for the diffusion of technological innovations and future research directions are discussed.