移动电子商务APP持续使用意向测度研究

随着智能终端的发展，APP软件将逐渐代替PC端，成为用户进行电子商务活动的主要平台。本研究首先对移动电子商务APP的内涵进行解释，然后借鉴现有的持续使用意向研究理论，总结了本研究中影响移动电子商务APP持续使用意向测度的因素分别为：软件有用性、软件易用性、软件安全性、转换成本、主观规范和经济价格性。通过调查问卷的形式获取数据，然后对数据进行信度和效度的检验，并且运用模糊综合评价法对调查结果进行实证分析，研究结果表明用户的总体持续使用意向一般，各因素的评价值均介于3到4之间。软件有用性评价值最高，其次为软件易用性的评价值，软件安全性评价值最低。最后，根据实证分析的具体结果总结了移动电子商务APP持续户使用意向存在的问题，并给出了相应的对策。

关键词：移动电子商务；APP；持续使用意向；模糊综合评价法

Mobile e-commerce APP continues to use intention measurement research
Abstract：With the development of intelligent terminal, APP software will gradually replace PC and become the main platform for users to conduct e-commerce activities.This study firstly explains the connotation of mobile e-commerce APP, then borrows from the existing research theory of continuous use intention, and summarizes the factors that influence the measurement of the continuous use intention in this research: Software usefulness, software ease of use, software security, conversion costs, subjective specifications and economic price.Through the questionnaire to get the data,then test the reliability and validity of the data.Moreover, the results of the survey were analyzed by using the fuzzy comprehensive evaluation method, the results showed that the user's overall continuous use intention was generally, and the evaluation value of each factor was between 3 and 4.The software has the highest value of usability, and the second is the value of software ease of use, the lowest value of software security. Finally, according to the results of the empirical analysis of the specific mobile APP for e-commerce use intention are summarized existing problems, and gives the corresponding countermeasures.

Key words：Mobile e-commerce；Application；Continuous use intention；Fuzzy Comprehensive Evaluation

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