B2C网站设计因素与初始信任关系的实证研究  

Empirical Research on the Relationship between the Design Factors of B2C-Websites and Initial Trust

作　　者：王全胜[1] 郑称德[1] 周耿[1] 

机构地区：[1]南京大学管理学院

出　　处：《管理学报》2009年第4期495-501,共7页Chinese Journal of Management

基　　金：国家自然科学基金资助项目(70772035)

摘　　要：通过实证探索并验证了网站结构、网站内容和视觉效果对消费者初始信任的影响,同时还验证了社会存在感在其中所起的中介作用。研究结果发现:网站结构和网站内容对消费者初始信任有着直接的积极影响,社会存在感在其中承担着部分中介作用;网站视觉效果对消费者初始信任的影响虽不显著,但却对社会存在感有着显著的影响。An experiment survey was used to test the effects of three websites design factors on consumers＇ initial trust, including website structure, website contents and website visual design, and to verify the intermediary role of social being sense. The study shows that the websites structure and contents have significant effects on initial trust in the e-shop and the social being sense plays a partial intermediary role in the relationship between websites structure and contents and the initial trust. The website visual design has significant effects on social being sense, having no direct impacts on the initial trust.

关 键 词：B2C 网站设计因素 初始信任 社会存在感 

分 类 号：C931[经济管理—管理学]