CAJ | 학술논문

基于服务提供商和消费者整合的视角，本文系统研究服务提供商的品牌声誉、服务质量、隐私保护和消费者信任倾向对移动商务信任意图的影响机制，同时考察消费者信任倾向对服务提供商特性与信任意图关系的调节作用。实证结果表明，服务提供商的品牌声誉、服务质量和隐私保护显著影响移动商务信任意图；消费者信任倾向对服务提供商特性与移动商务信任意图之间的关系产生显著的调节效应；对信任倾向更显著的消费者而言，服务提供商服务质量和隐私保护对移动商务信任意图产生更显著的积极影响。但品牌声誉对移动商务信任意图产生更显著的消极影响。
기우복무제공상화소비자정합적시각，본문계통연구복무제공상적품패성예、복무질량、은사보호화소비자신임경향대이동상무신임의도적영향궤제，동시고찰소비자신임경향대복무제공상특성여신임의도관계적조절작용。실증결과표명，복무제공상적품패성예、복무질량화은사보호현저영향이동상무신임의도；소비자신임경향대복무제공상특성여이동상무신임의도지간적관계산생현저적조절효응；대신임경향경현저적소비자이언，복무제공상복무질량화은사보호대이동상무신임의도산생경현저적적겁영향。단품패성예대이동상무신임의도산생경현저적소겁영향。
From an integrated perspective of service vendors and consumers, this study comprehensively investigated the impact mechanism of service vendors＇ brand reputation, service quality, privacy protection and consumers＇ disposition to trust on mobile commerce trust intention, and also examined the moderating effect of consumers＇ disposition to trust on link between service vendor characteristics and mobile commerce trust intention. The empirical results showed that service vendors＇ brand reputation, service quality and privacy protection had significantly positive impacts on mobile mom merce trust intention, and that significant moderating effect of consumers＇ disposition to trust was found on the relation between service vendors＇ characteristics and mobile commerce trust intention. The findings also suggested that for con sumers having more dispositions to trust, service vendors＇ service quality and privacy protection had more significantly positive impacts on mobile commerce trust intention, but brand reputation played more significant and negative effects on intention to trust m commerce.