| With the speeding up of social informatization and development of mobile Internet technology, mobile e-commerce is having more advantages and enlarging the using range of e-commerce rapidly. It is also a challenge to the traditional e-commerce both in competition form, price, technology and so on. The trend of experience economy is becoming, user experience has become an important factor to decide the development of mobile e-commerce. At the same time, the development of mobile e-commerce is faced with problems such as that management does not adapt, credit system is not sound, market order is not standard. Especially the trust problems, get the attention of enterprises, scholars and consumers.Previous scholars' research on online trust, often from the perspective of marketing, management and computer science, focusing on the study of the influence factors of online trust, lack of online trust structure optimization of exploration and measurement tools. In addition, the current research about mobile APP user experience in general is very little, most of them are the usability testing research on the company products by user researcher. They usually pay more attention to product design, the function of the usability and ease of use, less focus on the psychological level, emotional level of experience and feelings.In this study, an assessment scale on online trust has been made by means of document research?focus group interview,expert assessment and data statistics. And it also explored the mediating effect of online trust between user experience and purchase intention. Following conclusions are drawn:(1) Mobile e-commerce APP online trust is a psychological structure of four dimensions, including trust based on ability, trust based on integrity, trust based on kindness, trust based on security. Reliability and validity of the questionnaire are satisfied with statistical standards of psychology, the construct validity and content validity of which is rather good. The coefficient of internal consistency of the four elements are 0.798, 0.840, 0.712, 0.764, the coefficient of internal consistency of the questionnaire is 0.915.(2)Consumers have a low confidence(M=3.47)for mobile e-commerce APP, that shows consumers' uncertainty towards mobile e-commerce APP, consumers tent to trust them to a certain extent. The ability dimension of trust is the highest, and the integrity dimension is the lowest. The user experience maintains at a medium level or upwards, the cognitive dimension of which is the highest.(3)There is no significant difference between user experience, online trust and using intention of consumers of different gender, age, education background or residence. However, there is a significant different between male and female consumers on sense experience, girls has better sense experience than boys significantly.(4)Age of online shopping doesn't has a significant influence on online trust, but it is significant on ability dimension. Age of online shopping has a significant effect on user experience?cognitive experience and emotion experience of apps. Age of online shopping also has a significant influence on consumer using intention.(5)User experience, online trust and consumers' using intention are significantly and positively related; cognitive experience, emotional experience, ability dimension and security dimension of online trust have a positive predict ability to using intention.(6)The ability dimension and security dimension of online trust are partial mediators between emotional experience and using intention. The ability dimension of online trust is also a partial mediator between cognitive experience and using intention. However the integrity dimension and kindness dimension of online trust don't have a significant mediating effect between dimensions of user experience and using intention. |
PDF Full Text Request