B2C环境下影响消费者网上初始信任因素的实证分析  

An Empirical Analysis of Factors Influencing Consumers’ Initial Trust under B2C Environment

作　　者：鲁耀斌[1] 周涛[2] 

机构地区：[1]华中科技大学管理学院 [2]华中科技大学

出　　处：《南开管理评论》2005年第6期96-101,共6页Nankai Business Review

基　　金：国家自然科学基金项目(79970024);教育部归国留学人员启动基金资助

摘　　要：消费者对网站缺乏信任已经成为电子商务发展的一个主要障碍。如何采取有效措施来建立网民对网站的初始信任是当前亟待解决的问题。本文假设五个因素,即网站的有用性、网站的易用性、商家声誉、网站安全和消费者信任倾向会影响消费者对网站的初始信任的建立。同时,假定消费者的初始信任直接影响消费者网上购物的动机。通过采用SEM软件进行实证分析,证明了上述假设。Lack of trust has become a main barrier to the development of e-commerce. How to take effective measures to establish consumers＇ initial trust in online stores is a problem requiring to be solved immediately at present. The paper makes assumption that five factors, which are ease of use of website, usefulness of websites, merchant reputation, website security, propensity to trust of consumers, influence consumers＇ initial trust in online stores and this trust directly leads to their intention to purchase from online stores. By applying SEM software to carry out analysis, the paper gets results that support above hypotheses.

关 键 词：初始信任 技术接受模型 网上信任 B2C 消费者网上初始信任因素 实证分析 

分 类 号：F224[经济管理—国民经济]