【作者】 张建；

【导师】 吴小丁；

【作者基本信息】 吉林大学 ， 企业管理， 2009， 硕士

【摘要】 由于互联网的快速发展,全球经济发展正在进入信息经济时代,电子商务作为一种流通方式,以其快捷,方便的主要的特点在世界各地迅速得到采用。然而网络消费者对网上商家特点和对整个在线环境信任的缺失,一直是电子商务发展的障碍。深入地研究消费者信任及对消费者购买意愿的影响已经成为了当前亟待解决的问题,这对理论及现实都极具意义。本文试图验证顾客信任在网站质量对顾客购买意愿的作用中起到中介作用,并分别研究网站质量的各个维度对其的影响因素和通过改善网站质量,提高顾客信任对消费者的购买意愿产生的影响作用,构建基于顾客信任下的网站质量影响消费者购买意愿模型。应用实证分析的方法,用SPSS15.0和AMOS7.0软件分析模型,进行模型的假设检验。本文从理论的角度来看,基于顾客信任的视角来研究网站购物质量对消费者购买意愿的关系。完善了电子商务环境下基于消费者信任的网站质量——购买意愿理论,为后期研究网络消费者行为模型提供理论补充。从实践的角度来看,为企业的良好运营和电子商务的正常发展都给予了启示。我国的电子商务企业只有在了解消费者的购买心理以及相关影响因素后,进行有的放矢的改善网站质量才能在信息经济的全球化环境中,提高自身的竞争优势,电子商务也才可能在未来的经济发展中起到更大的作用。更多还原

【Abstract】 Due to the popularity of the Internet and the rapid development of information technology to accelerate the economic information of the world and economic globalization process, thus changing the competitive business model. The flow of e-commerce as a method widely used around the world. More and more businesses and consumers have begun to accept the network to this new business model. However, profits in e-commerce business at the same time, it faces a very serious problem: that is, net loss of consumer confidence to buy the purchase will lead to lower, so, how to solve this problem the network has become a business e-commerce market was a key factor in the success.It is clear that e-commerce features some of the inherent limits of the normal functioning of online transactions: the potential and actual consumers of the network for fear of leakage of private information, financial information is to steal and abuses do not dare to carry out online shopping. Information provided to Web site does not timely, incomplete; use interface inconvenience; site with poor communication between consumers and other customers led to a lack of trust on a particular site. Such factors include barriers to paperless trading, commodity / service in the logistics system instability, the display of goods and technical limitations, the legal system, such as unsound. In short, these features make e-commerce network of consumers faced with high risks. These features make e-commerce trust for online transactions have become so important, and in fact needs to be trust-building than the traditional networks of trust to be much more difficult. Trust-to-business network to determine its success or failure is a key factor, because the impact of trust is an important factor in consumer behavior, lack of confidence consumers did not dare use of online shopping in this way, and also restricted the normal development of e-commerce, Therefore, based on the customer wishes to purchase under the trust issue in the successful operation of e-commerce environment is essential.Confidence at home and abroad for research started in the last century and with the sociology, psychology and economics disciplines, such as the addition of many doctrines evolved fruitful. Research and network trust from the beginning of the end of last century, most Western scholars have also focused on the domestic response to e-commerce trust research results is the relative lack of, mostly confined to the technical level, or the theoretical studies on paper, and the lack of objective An Empirical Study. Trust for the research network focused on the analysis of their impact factors, to the neglect of the customer confidence in consumers to buy on the network will impact, not to site quality, customer trust, the purchase of the wishes of these three studies as a continuum. Customers trust as a perceived risk derivative body, will lead directly to online customers to buy will change, and the impact of online customer trust is a major factor in the quality of shopping. Therefore, in order to more in-depth understanding of consumer confidence to purchase under the network will, we need the quality of shopping - the purchase of the wishes of the model for further research and added.This paper studied the impact of the first customers to trust the quality of the related Web site latitude, in this article; we identified four main factors that affect the net purchase of consumer trust, that is, site content and interactive Web site, the site safety and site factors such as ease of use. Secondly, the qualities of this article for the website, customer trust, the purchase of the wishes of the relationship between these three theoretical explanations have been obtained with the correlation between the three theoretical support. Finally, empirical methods used to prove the quality of the site will impact on consumer purchase process, customers have played an intermediary role of trust.In this paper, a combination of theoretical and empirical approach, not only from the theory of site quality - buy additional models, and through the survey and empirical studies of their theory, the use of SPSS15.0 software, AMOS7.0 such as software the results of the survey carried out statistical analysis, from the data model to support effective.An Empirical Analysis of the results verify the model’s reliability and availability, and, ultimately, through data analysis of this article to verify the model assumptions. An Empirical Analysis of the results showed that the site content and ease of use through the Web site of consumer confidence in the customer wishes to buy a stronger positive effects, and site security, and interactive customer trust through the purchase of consumer willingness to have more weak positive effects, but they have the will to purchase a significant positive effect.In this paper, the research work on the theory and reality are very meaningful, this article from a theoretical point of view, improved consumer confidence in e-commerce environment based on the quality of the shopping - to buy the will theory, the establishment of trust and consumer behavior With a deeper understanding of theory, research network for post-consumer trust and purchase intention model provides a good foundation and research background. From the practice point of view, this paper identified Web site to enhance customer confidence to a variety of factors, B2C environment for business operations and transactions are successfully carried out to give the inspiration. In order to enable consumers to rest assured that the on-line shopping, e-commerce businesses need to improve the user interface, to strengthen the privacy protection policy, the use of third-party certification, to communicate with consumers to improve the website speed and accuracy of updates to provide assurance to enhance the level of consumer confidence. Therefore, from a commercial point of view, those with lower levels of consumer confidence in the management of enterprises so that a high level of consumer confidence in the future is the role of good instructions.In short, China’s e-commerce enterprises to understand the psychology of consumers to purchase and the related impact factors for the development of targeted operating strategies, can be in the information and knowledge-based economy in a globalized environment to improve their own competitive advantage, e-commerce also could have a bright future.更多还原