移动证券用户的初始信任模型研究

摘要

Lack of trust is a prominent hindrance to consumer adoption of mobile brokerage service.In order to guide brokerage firms to make a set of manageable strategies to build such trust and attract greater acceptance,it is important to identify the determinants of consumers＇ initial trust formation of mobile brokerage service.This study builds a comprehensive model of initial consumer trust in mobile brokerage service and considers the effects of seven antecedent variables（perceived ubiquity,information quality,compatibility,perceived reputation,perceived size,structural assurance and disposition to trust） on shaping a consumer＇s initial trust in mobile brokerage service.We test the proposed model through a questionnaire survey and use structural equation modeling techniques to analyze the causalities.The results indicate that the initial trust is mainly affected by perceived ubiquity,information quality,compatibility,structural assurance and disposition to trust.The findings provide useful suggestions and implications for the academician and practitioners.%缺乏对移动证券的信任是影响股民采纳的一个主要障碍,探讨移动证券初始信任的决定因素,对于指导业界制定合理的策略建立信任、吸引更多股民的采纳具有重要意义。本研究构建了一个初始信任的综合模型,分析了七个前因变量（无所不在、信息质量、兼容性、感知的声誉、感知的大小、结构保证和信任倾向）对移动证券的初始信任的影响。采用结构方程技术对模型进行了实证检验和分析。研究发现,股民对移动证券的初始信任主要受信息质量、无所不在、兼容性、结构保证和信任倾向的影响。最后提出了对策建议以及进一步研究的方向。