管理评论

›› 2015, Vol. 27 ›› Issue (7): 168-176.

• 市场营销 • 上一篇    下一篇

可穿戴商务消费者初始信任影响因素的实证研究

顾忠伟1,2, 徐福缘1, 卫军3   

  1. 1. 上海理工大学管理学院, 上海 200093;
    2. 浙江科技学院经管学院, 杭州 310023;
    3. 美国西佛罗里达大学商学院, 彭沙科拉 32514
  • 收稿日期:2013-09-11 发布日期:2015-07-31
  • 作者简介:顾忠伟,上海理工大学管理学院博士研究生,浙江科技学院经管学院讲师;徐福缘,上海理工大学管理学院教授,博士生导师;卫军,美国西佛罗里达大学商学院,教授.
  • 基金资助:

    国家自然科学基金项目(71171135);上海市一流学科项目(S1201YLXK).

Empirical Study on the Influencing Factors of Consumers' Initial Trust in Wearable Commerce

Gu Zhongwei1,2, Xu Fuyuan1, Wei June3   

  1. 1. School of Management, University of Shanghai for Science and Technology, Shanghai 200093;
    2. School of Economics and Management, Zhejiang University of Science and Technology, Hangzhou 310023;
    3. College of Business, University of West Florida, Pensacola 32514
  • Received:2013-09-11 Published:2015-07-31

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摘要：

普适商务是一个较新的研究领域,相关理论和应用尚不成熟,特别是针对普适商务的信任研究,由于缺乏消费者的直观体验,很难收集到真实的测度数据.本文基于设备视角,引入UTAUT2模型,从5个方面的因素(隐私关注、信任倾向、绩效期望、便利条件、享乐动机)出发,选择可穿戴设备对普适商务的初始信任进行研究.通过问卷调查,收集了266份有效问卷,采用结构方程模型进行了实证分析,结果发现隐私关注、信任倾向及UTAUT2模型中的便利条件、享乐动机因素在p <0.001水平下对普适商务的初始信任有显著影响,说明基于可穿戴设备的普适商务活动是个隐私性、娱乐性、个性化较强的消费领域.研究的结论可以为可穿戴商务的信任研究提供借鉴.

关键词: 普适商务, UTAUT2, 可穿戴设备, 可穿戴商务, 初始信任

Abstract:

Ubiquitous commerce is a relatively new study field,and the relevant theory and application is not mature, especially for trust and adoption research of u-commerce. Due to lack of direct experience of consumers, it is difficult to collect true data to measure. In this paper, based on the perspective of device, introducing the UTAUT2 model, from five factors (privacy concern, trust propensity, performance expectancy, facilitating conditions, hedonic motivation), we establish a conceptual model of initial trust in u-commerce based on wearable device. Through a questionnaire survey in which 266 valid questionnaires were collected, an empirical analysis of SEM is carried out. Most of all assumptions have been accepted. The conclusion is valuable to future researches on u-commerce.

Key words: ubiquitous commerce, UTAUT2, wearable devices, wearable commerce, initial trust