企业网站沟通性与消费者信任的关联路径  

Relevancy between Communication of the Website and Consumer Trust

作　　者：姚公安[1] 李琪[1] 

机构地区：[1]西安交通大学经济与金融学院,西安710061

出　　处：《软科学》2008年第7期119-123,共5页Soft Science

基　　金：国家科技部"十一五"科技支撑计划重点课题(2006BAH02A36-009);西安交通大学"985工程"二期电子商务发展研究项目(07200701)

摘　　要：通过问卷调查,运用结构方程模型研究了电子商务中企业网站沟通性与消费者信任的关系,建立了网站沟通性与消费者信任的关联路径模型,应用AMOS软件进行验证,结果发现,企业网站的沟通性直接正向影响消费者信任;企业网站的沟通性通过网站的可用性间接影响消费者信任;网站沟通性与可用性相互正向促进。This paper discusses relationships between communicating of the website and consumer trust with linear structure equation model in electronic commerce. The relevancy model between communicating of the website and consumer trust is established. After testing the data got in a survey, it finds that communicating of the website influence consumers＇trust positively and directly on the one hand, and via usability of the website on the other, and usability and communicating of the website helps to promote each other.

关 键 词：电子商务 网站沟通性 网站可用性 消费者信任 

分 类 号：F713.50[经济管理—市场营销]