基于消费者感知的网店卖家信任影响因素分析  

作　　者：管荣伟[1] 

机构地区：[1]河南工程学院管理工程学院

出　　处：《企业经济》2013年第10期89-95,共7页Enterprise Economy

基　　金：河南省自然科学研究计划项目"电子商务环境下交易双方信任机制的研究"(批准号:2010B630004);河南省教育厅人文社会科学研究项目"网上支付风险分析及监管策略研究"(批准号:2013-QN-663)

摘　　要：在网络购物迅速发展、各类风险日益加剧的背景下,消费者通过感知对网店卖家建立信任是多种因素综合作用的结果。通过文献回顾将影响消费者感知信任的多种因素归纳为感知网店特征、感知卖家特征、感知环境特征、感知消费者特征和感知风险五大类因素,并进一步通过实证分析和回归分析研究这些因素的影响程度,根据研究结果对网店卖家提高消费者感知信任提出了建议。With the rapid development of online shopping and growing risks, the establishment of consumer trust perception for shop sellers is the combined result of various factors. Through literature reviews, various factors affecting consumer perceived trust are grouped into five categories including perceived shop characteristics, perceived seller characteristics, perceived environ- mental characteristics, perceived consumer characteristics and perceived risks, and furthermore, through empirical analysis and regression analysis, this paper studies the impacts of these factors, and based on the results, makes recommendations to enhance consumer perceived trust for shop sellers.

关 键 词：网络购物 消费者信任 消费者感知信任 主成分分析 回归分析 

分 类 号：F713.36[经济管理—产业经济]