B2C电子商务中影响消费者信任的前因研究

华中科技大学硕士学位论文B2C电子商务中影响消费者信任的前因研究姓名：郭硕佳申请学位级别：硕士专业：企业管理指导教师：云虹20061030I2000B2CB2CB2CIIAbstractStrugglingthroughtheexplosionofinternetcommerceandhardshipofelectroniccommercebubblein2000,thedevelopmentofE-commerceinChinahassteppedintoanewfastyetmorestabilizedperiod.However,newhiddenobstaclesriseasfastase-commercedevelops,andconsumertrustbecomesoneofthemajorpreventiveproblems.Howtodevelopmoreorbringbacktheconsumerstrustbecomesacrucialissuethatiswidelydebatedamongbusinessscholarsandpractitioners.Thisarticleaimstoprovideavarietyofrequirementsrelatedtoconsumertrustfromdifferentperspective,andsortouttherelativelyefficientwaytoimprovethetrust-relationshipaccordingtotherequirementsanalysis.First,thearticlebrieflylistsoutproblemsrelatedtotrustfromdifferentfieldstudies,andthen,summarizesthecharacteristicsandsimilaritiesofconsumertrustfromrelatedreferences,andfinally,attemptstoprovidethedefinitionforconsumertrustine-commerce.Basedonalltheaboveanalysis,thegoalofthisarticleistoconstructthetrustbusinessmodelundertheB2Ce-commerceenvironmentinChina.Toachievethegoal,thearticleutilizestheory-inductionmethodtoanalysisthekey-factorsfromweb-basedbusinessitself,web-sites,consumerande-commerceenvironment,whichaffectconsumertrustlevel.Also,samplesurveybasedoncollegestudentsisprovidedasexperimentalsupportforthethesis.Atlast,thisarticlemakessuggestionsregardingmanagementissuestoallthee-commerceindividualsfrommarketingperspectives.Theempiricalresearchresultsshowsthatantecedentswhichmayinfluenceconsumertrustarereliabilityofelectroniccommercetechnology,companybrandandsize,willingnesstocustomize,andfamilyincomeaccordingtoinfluencedegreefromgreattolight.Amongtheantecedents,reliabilityofelectroniccommercetechnology,companybrandandsizearethetwomostimportantfactors.Antecedentsrelatedtoonlinecompanyplaygreaterrolethanthoserelatedtowebsites.ThedegreeoftrustworthinessdependsoncharactersofonlinecompanyinB2Celectroniccommerce.Theresultsalsoshowthatduetothedifferencesbetweendomesticandoverseasmarkets,conclusionsinforeignliteraturescannotbeusedindomesticdirectly.Keywords:B2CElectronicCommerceConsumerTrustTrustIntentionAntecedents(“”)::111.120056446200437.1%B2C522002108.0%B2C8848B2BC2CB2CB2C2001166,0002IT3509B2C10CNNIC20041162.4Web2B2C1.2B2C20903B2C1.31B2C2B2CLikert13SPSS11.51.4B2CSPSS4B2CB2C522.120(G.Sinlel,1921)(KariChopre,1967WilliamA.Wallace1971)632.22.2.1DoneyCannon1997McKnightChervany1998TrustingBeliefsTrustingIntentionsMcKnightChoudhury2002(onlinetrust)KimChoobineb1998LeeTurban2001McKnightCorritore2003Mayer19957MayerMayer12KomiakBenbasat(1999)webweb382.2.2FishbeinAjzen(1975)(TRATheoryofReasonedAction)1(TRA)TRA(1)(2)TRA2-1(Beliefs)()(Aititude)(TrustAttitude)(BehavioralIntention)ATBBI2-1TRA92-2TRAMcKnight(2002)2-3(Swaminathanetal.,1999;Javanpaaetal.,2000;)2(Perceiedvalueframework)2-3McKnight/2-2TRA10.2-4TRAGambetta(1988)MayerMayer(Threshold)(Mayeretal.,1995)()(Luhman,1988)2-42-5Mayer112.32.3.11(Trustingbeliefs)(Benevolence)(Goodwill)(Competence/Ability)(Integrity)(Mayer,1995)2(Attitudetowardtrust)(Overalltrust)(Trustworthiness)3(Trustingintention)4(Dispositionaltrust)125(Systemtrust)McKnight(Structuralassurance)(Situationalnormality)MurphyBlessinger(2003)(Isomorphism)(Transference)(Valueandgoalcongruence)()Pavlou(2003)(Facilitatingconditions)6(Situationaldecisiontotrust),2.3.2MorganHunt1994Wakefield2001MorganHuntLeeTurban2001132-6LeeTurbanYoon2002Sultan20022567002-6LeeTurban14McKnight2002McKnightMcKnightMcKnightAnol(2002)(OBD)1000122(Familiarity)Gefen(2000)Jarvenpaaetal.(2000)Kim20022-7Corbit2003155MBACNNIC2002224185182-7Kim162.4McKnight2.4.12-1(MachiavellianismScale)Christie&Geis,1970(PhilosophiesofHumanNatureScale)Wrightsman,1964,1974(InterpersonalTrustScale)Rotter,1967(SpecificInterpersonalTrustScale)Johnson&Swap,1982(TrustScale)Rempel&Holmes,1986(FaithinPeopleScale)Rosenberg,1957(TrustinPeopleScale)SurveyResearchCenter,1969(AcceptanceofOthersScaleFey,1955ChristieGeis(1970)ChristieNiccoloMachiavelliWrightsmanPHNRotter(1954,1967)17ITStack(1978)IT(PHN)“”IT25PHN“”SITS(Johnson-George&Swap,1982)SITSRempelHolmes(1986)“”SITS2.4.2McKnight2002Bhattacherjee20021Ability2Integrity183BenevolenceProgressive.comCharlesSchwab2.52.5.1Dayal19991NetmarketNetmarket2319456Yankelovich2000Amazeon.com2.5.2Chadwick20011Attraction2User-drivenpersonalizationCDNow3Marketer-drivenpersonalizationCDNow4Trust-basedcollaboration2033.13.1.1JarvenpaaTractinsky20001213.1.2SultanMcKnight200150KoufarisHampton-Sosa23.1.3Amazon.com22KoufarisHampton-Sosa200433.23.2.1(BarnesandVidgen2000)237123TechnologyAcceptanceModel456/724KoufarisHampton-SosaSultan2004McKnight2002Sultan200443.2.253.33.3.1LeeTurban2000Corbitt20012563.3.2Mayer73.3.3Sultan200283.4McKnight3.4.1McKnight19982693.4.220048“”103.5Bhattacherjee2.4.23-13-1H1+H2+H3+H4+H5+H6+H7+H8+H9+H10+273.6B2CB2C3-13-1284B2C4.14-1Bhattacherjee4-1KoufarisandHampton-Sosa2004KoufarisandHampton-Sosa2004KoufarisandHampton-Sosa2004Sultanetal2002Sultanetal2002Sultanetal2002Sultanetal2002Sultanetal2002Sultanetal2002Sultanetal2002Corbitetal.2003Kouf