دانلود رایگان مقاله اعتماد کاربران سیار خدمات شبکه اجتماعی گوشی هوشمند

abstract

Through advanced mobile technologies, mobile users can access updated information and adjust plans during travel accordingly. Such mobile services can integrate with social networking services (SNS) to share and access information on the go. Not much research exists on mobile social commerce, specifically about users' trust in travel information and advice from smartphone SNS. This study presents a quantitative survey to explore what influences users' trust in travel advice acquired from smartphone SNS (TTASS). The findings show that (1) mobile users' trust in travel advice acquired from smartphone SNS significantly associates with their perceived value of smartphone SNS (PVSS) and enjoyment of SNS activity (ESA); (2) ESA significantly associates with mobile users' privacy concerns (PC) and perceived risk (PR), and such PR significantly associates with PC; and (3) PVSS significantly associates with ESA and PR. These findings can help managers and decision makers in the tourism industry keep pace with research on consumer attitudes and innovations in smartphone SNS, and make favorable tactics to benefit from mobile social commerce in the ubiquitous commerce environment.

5. Discussion

This study demonstrates that one can build the trust mechanisms of smartphone SNS by enhancing users' ESA and PVSS, and the influences of ESA and PVSS (in terms of path coefficients and statistics significance) are much greater than the influences of PC and PR. This particular finding is in line with prior research findings arguing that positive influences (e.g., value and enjoyment) on accepting a technology outrun the negative influences (e.g., concerns and risk), which explains why adopters continue to use Facebook even with perceived potential risks in Facebook usage (Lankton & McKnight, 2011; Tan & Qin, 2012). Smartphone SNS offer an innovative channel for users to publish and receive promptly updated information and advice anytime and anywhere, and such added value enhances mobile users' TTASS. By using a smartphone, people can link to SNS without space and time limit. This smartphone SNS advantage can apply in diverse domains that bring up niche values to mobile users, which may be the reason why mobile users who enjoy SNS activity and perceive smartphone SNS as a valuable channel tend to trust the travel advice acquired from smartphone SNS. In terms of the negative influence of PC on users' TTASS, the findings are consistent with prior research results which suggest that PC not only increase risk but also reduce trust in the context of mobile advertising (Okazaki, Navarro-Bailon, & MolinaCastillo, 2012), although the relationship between PC and TTASS in this study is statistically insignificant. The findings also show that the influence of PR on TTASS is insignificant. The reason of these insignificant relationships might be that users who enjoy their valuable smartphone SNS activities a lot may ignore potential negative effects of PC and PR. When balancing the positive and negative influences of trust mechanisms, service designers and researchers should still pay attentions to Okazaki et al. (2012), who argue that when the level of PC is high, consumers' attitude to maximize the utility of the technology may be blocked, no longer willing to further explore the technology.