移动购物是提供购物服务的一种移动商务模式,它真正实现移动与购物的完美结合.随着移动购物的普及,移动购物用户的持续使用问题引起普遍关注.现有用户的留存率不仅影响移动购物企业的盈利水平,也是衡量企业是否成功的重要标准.因此,研究用户持续使用意愿的影响因素,对于移动购物企业在当前激烈竞争中保持优势有重要意义.基于沉浸理论、隐私计算理论和已有的相关研究,聚焦用户移动购物的体验,从移动购物应用特征和用户个体特质双重视角出发,将移动购物的用户体验划分为沉浸体验特性、沉浸体验权衡状态、沉浸体验结果3个阶段,构建移动购物用户持续使用意愿影响因素三阶段模型;采用问卷调查法,运用Spss 19.0和Amos 22.0对收集的346份有效数据进行结构方程路径分析,以验证提出的研究假设.研究结果表明,体现移动购物应用特征方面的感知质量、感知交互和感知愉悦显著提高用户信任,感知愉悦的影响最大,感知质量和感知愉悦显著缓解用户的隐私担忧;体现用户个体特质的涉入度和自我效能对用户信任产生积极影响,专注度和涉入度能够缓解用户对个人隐私的担忧;用户通过信任和隐私担忧的权衡决定是否持续使用该移动购物应用,且信任和隐私担忧通过影响自我披露意愿间接影响用户持续使用意愿.研究结论不仅为学者全面而深入探究移动购物用户持续使用意愿提供了理论依据,还为移动应用开发商和移动服务商开发设计有效的移动购物应用,提高现有用户的留存率,进而促进移动购物企业盈利提供了一些对策和建议.%Mobile shopping is a kind of mobile commerce pattern that provides shopping services, which makes the perfect combi-nation of mobile and shopping.With the growing popularity of mobile shopping, user′s continued use intention of mobile shop-ping has attracted more and more attention.The retention rate of existing users not only affects the profitability of mobile shopping companies, but also is an important criterion to measure the success of mobile shopping companies.Therefore, researching the influencing factors of users′continued use intention is of great significance for mobile shopping companies to continue to maintain their own advantages in the current fierce market competition.Based on the theory of immersion, the theory of privacy calculus and related research literatures by focusing on the users′experiences of mobile shopping, and from the perspectives of the characteristics of mobile shopping application and individual us-ers, this study divides the users′experiences in mobile shopping into three stages:immersion experience characteristics, immer-sion experience balance status and immersion experience results.And then a three stages model of the influencing factors of mo-bile shopping users′continued use intention was established.By employing the method of questionnaire, we use Spss 19.0 and Amos 22.0 to conduct the structural equations paths analysis with 346 valid data collected.The research results show that perceived quality, perceived interaction and perceived enjoyment that represent the character-istics of mobile shopping application, significantly improve user′s trust, among which, the perceived enjoyment has the greatest impact.Simultaneously, perceived quality and perceived enjoyment can also significantly alleviate user′s privacy concerns.From the perspective of individual user′s characteristics, the degree of involvement and self-efficacy have the positive impacts on mo-bile users′trust, while the degree of attention and the degree of involvement can effectively ease their privacy concerns.The us-ers decide whether to continue to use a mobile shopping application by weighing their trust and privacy concerns to the mobile service provider.And what is more, mobile users′trust and privacy concerns can significantly affect their continued use intention of mobile shopping indirectly by influencing their self-disclosure intentions.The research conclusions not only provide some theoretical bases for research scholars to study mobile shopping user′s con-tinued use intention comprehensively and thoroughly in the future, but also provide some countermeasures and suggestions for mo-bile application developers and mobile service providers to develop or design effective mobile shopping applications, to improve the retention rate of the existing users, thus to promote profit of mobile shopping.
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