基于荟萃分析法的移动商务用户信任研究

信任是移动商务研究中的一个热点课题。综合32篇相关文献的研究数据,运用荟萃分析法对移动商务用户信任的影响因素进行了研究。结果表明感知有用性、服务质量、感知商家声誉、结构保证和移动技术水平对信任有显著正向影响,而信任倾向、感知移动性和感知易用性影响不显著。研究结果为移动商家如何提升用户信任提供了建议。

A Meta Analysis on Trust in Mobile Commerce

The research of trust has been a hot topic in the field of mobile commerce research. The author conducted a meta-analysis on data from 32 related empirical studies to assess the relationship between antecedents and trust. The results show that perceived usefulness , perceived enterprise reputation, service quality, structural assurance and mobile technology have significant positive influence on trust in mobile commerce. Other factors, such as trust propensity, perceived mobility and perceived ease of use have no significant influence. The results may provide effective recommendations for service providers to enhance user trust.