基于因子分析的B2C电子商务可信度测评指标研究  

Research in the Evaluation Index of B2C E-commerce Credibility Based on Factor Analysis

作　　者：胡伟雄[1] 陈艳红[1] 王崇[1] 

机构地区：[1]华中师范大学信息管理系,湖北武汉430079

出　　处：《评价与管理》2011年第1期28-31,共4页Evaluation & Management

摘　　要：本文提出由可信的第三方对电子商务的可信度进行测评,以期增强用户对电子商务的信任。首先需建立测评指标,本文以B2C电子商务为例,根据影响B2C电子商务信任的主要因素,尝试构建了B2C电子商务可信度的测评指标,并通过因子分析法对指标进行了筛选和优化。研究结果表明,B2C电子商务可信度可以从可信环境、可信电子商务平台以及可信交易过程三个方面来进行测量。In this paper, an evaluation on the credibility of electronic commerce is conducted by a trusted third party, its purpose is to enhance the confidence of users in electronic commerce. First of all,it is necessary to establish the evaluation index. It is take B2C e-commerce for example in this paper,it attempts to build the credibility of the evaluation indicators in B2C e-commerce under the impact of major factors in the trust of B2C e-commerce. The indicators were selected and optimized by factor analysis. The results show that, the reliability of B2C e-commerce can be measured by three aspects, they are trusted environment, the platform of trusted e-commerce and the reliable process of e- commerce.

关 键 词：B2C电子商务 可信度 测评指标 因子分析 

分 类 号：F724.6[经济管理—产业经济] F224