B2C中网络信任与消费者涉入关系的实证研究  

Relationship of Online Trust and Consumer Involvement in B2C E-Commerce

作　　者：万雪芹[1] 闻亦凡[1] 

机构地区：[1]陕西师范大学国际商学院,陕西西安710062

出　　处：《西安电子科技大学学报（社会科学版）》2013年第2期13-20,共8页Journal of Xidian University：Social Science Edition

基　　金：陕西师范大学"211工程"三期重点学科建设项目(884071)

摘　　要：本文以消费者信任为基础,从网购消费者涉入、消费者个性特征关系上,深入探究影响网购消费者再惠顾意愿的驱动因素。实证研究结果显示:消费者对卖方的信任态度对其再惠顾意愿的影响最为显著,其次为消费者对产品与服务的涉入态度。这意味着卖方必须注重自身的信用累积,通过提供良好的产品与服务品质,并在安全性上塑造良好的购物环境,以促成消费者网上交易的意愿,增强消费者进行网络购物时的正向体验及涉入。Based on the theory of consumer trust, and the relationship of consumer involvement and consumer characteristic, this paper delves into the driving factors of consumers ＇patronage in online contexts. The empirical results show that the consumer＇s trust in the seller has the most significant impact on consumers＇ patronage intention, and that it is the involvement with online products and services .This means that the seller must pay attention to its own credit accumulation, by providing products and services with high quality, and creating a favorable shopping environment with high security, in order to contribute to the will of the consumer online transactions, and enhance consumer＇s positive experience and involvement when shopping online.

关 键 词：网络信任 消费者涉入 消费者特征 再惠顾意愿 

分 类 号：F713[经济管理—产业经济]