网络购物中客户信任的影响因素研究

【作者】 王宏伟；

【导师】 夏远强；

【作者基本信息】 电子科技大学 ， 管理科学与工程， 2006， 硕士

【摘要】 随着电子商务的持续发展,信任问题越来越受到商家和消费者的重视,客户信任甚至可以直接影响到消费者的购买决策。在网络购物市场竞争日益激烈的时代,企业唯有赢得客户的信任才能在快速变化的环境中得以生存和发展。因此网络购物中客户信任影响因素的识别变得越来越重要。本文围绕客户信任及其影响因素,以及它们与客户购买意图之间的关系展开讨论,旨在探究内外部影响因素对客户信任的影响程度以及客户信任对购买意图的作用机制,以实现更好的客户关系管理。在文献阅读和用户访谈的基础上,本文探讨了电子商务客户信任的概念和分类,较为系统、规范地整理归纳了客户信任影响因素量表。接着以网络购物为背景,通过问卷调查取得数据,并对数据进行统计分析和路径分析,得到以下主要研究结论:(1)客户信任影响因素可以划分为四类:制度环境因素、商务认知因素、舆论影响因素和个人能力因素。(2)制度环境因素、商务认知因素和舆论影响因素对电子商务客户信任产生了显著的积极影响。(3)客户信任和消费者的感知收益对消费者将来的购买意图都产生显著的积极影响。但客户信任并未对消费者的感知收益产生显著影响。(4)在影响消费者的购买意图的因素中,尽管客户信任不是最主要的因素,但却是消费者选择交易对象的一个标准、是消费者决定是否参与网络购物的一个必要条件。更多还原

【Abstract】 With the development of Electronic Commerce, both consumers and merchants on Internet are more and more concerning about the trust. Indeed, customer trust play a role in consumer’s buying decision. In the era of intensely competition, the merchants on Internet have no choice but to win the customer trust to survive and develop in the fast changing environment. Thus how to evaluate consumer trust and its influential factors becomes one of their key concerns. This dissertation discusses the relationships among customer trust, its influential factors and customer’s willing to exchange in order to make clear the internal functionary mechanism and to improve customer relationship management.The dissertation starts with the review of abundant literatures and discusses the concepts and classifications of customer trust in electronic commerce. The scale of customer trust factors was systematically, normatively structured. Then in online shopping, through surveying questionnaires acquiring data, statistical analysis and path analysis, the dissertation draws mainly the following conclusions:(1) The factors of customer trust are classified as: institutional factors, commercial reception factors, Word-of-Mouth factors and personal factors.(2) There is remarkable positive correlativity among customer trust and the following three factors: institutional factors, commercial reception factors and Word-of-Mouth factors.(3) Both customer trust and customer’s perceived value are determining factor to customer’s willing to exchange. And there is not remarkable correlativity between customer trust and customer’s perceived value.(4) Although customer trust is not the most determining factor in all influential factors of customer’s willing to exchange, it is a standard to choose merchants and a requirement of online shopping.更多还原