【硕士论文】B2C站点设计因素与消费者信任的实证研究

IB2CB2CB2C4IIAbstractWiththewidespreadofInternetinrecentyears,theamountofInternetusersincreaserapidlyandB2CE-CommerceinChinaappearstohavestrongdevelopmenttendency.However,theonlinesalesvolumeofB2CinChinaisverylimitednow,comparingwiththatoff-line.Oneoftheprimaryreasonsforconsumersunwillingtoshoppingonlineislackoftrustbothincircumstancesandonlinevendors.Howtobuildandmaintaintheconsumers’trustwillbesignificantforvendorsinChinawhohavebeeninvolvedincruelcompetitioninB2Cmarkets.Basedonthethemerelateddocumentation,thispaperreviewsthedefinitionoftrustfrommultiple-subjectaspectandmulti-perspective,andthensummarizesthefactorsinfluencingconsumer’strustintothreecategories,includingindividual-related,environment-relatedandvendors-relatedfactors.Weselectthewebsitedesignfactorsofvendors-relatedasmainresearchobject,forsuchfactoristheonlyonethatvendorscancontrolinE-commerce.Alsoonthebasisofthedocumentation,Isumupthefactorswhichmayhaveimpactonconsumers’trustandgroupthemintotwoparts:websitesecurityrelatedandwebsiteservicerelated.Thefirstpart,websitesecurityincludesTransactionSecurity,PrivacyProtectionandThird-PartyAuthorization,andthesecondpartconsistsofInformationQuality,ConsumerRecommendation,Navigation&Ease-useandInteraction.Andthen,accordingtoaninitialmodelinthispaper,wedesignaquestionnairetocollectdatafromInternet.ViaFactorAnalysisandPathAnalysisofLinearStructureEquationModel,wegetaprimaryconclusionofthisresearchthatfourwebdesignfactorsdirectlyimpactconsumers’trust,includingPrivacyProtection,Third-PartyAuthorization,InformationQualityandInteraction.Furthermore,ourresearchfindsthatNavigation&Ease-usehaveanindirectinfluenceonconsumers’trust.Attheendofthispaper,welisttheto-be-improvedaspectsofthisresearchandgiveanimprovementforfuturework.Keywords:Trust,ElectronicCommerce,WebDesignFactors,WebsiteSecurity,WebsiteService111.18%CNNIC21CNNIC2008.12007122.153.3%2.122.1%46402007CNNIC19141030.4%2007-200820082007C2CB2C561117.4%B2B2500020021320042005191.6%205.5%3G2008B2C70.9B2CB2CB2CB2CB2C——1.1B2C2003B2CMayerMayeretal1995B2CFogg18Foggetal2003://://——B2BC2CB2BC2CB2BC2CB2CB2CB2CC2CB2C50%20062.12002-20112002200320042005200620072008e2009e2010eC2C9123913723051810141761258532.1%234.5%252.3%67.9%125.2%95.7%73.7%46.8%B2C46132028438012720950.0%108.3%60.0%40.5%53.0%86.4%58.3%65.0%1.20082.e3.B2C://://://://://://://————20042.4B2C2004://://