网络效能感、网购信任与网购意愿的关系——基于594名大学生数据的实证分析  

The Relationship Among Internet Self-Efficacy, Online-Shoping Trust And Online-Shopping Intention:Based On 594 College Students' Data

作　　者：邓子鹃[1] 林仲华[1] 

机构地区：[1]淮阴工学院经济管理学院体育教学部,江苏淮安223000

出　　处：《江苏商论》2015年第1期28-32,共5页Jiangsu Commercial Forum

基　　金：江苏省普通高校研究生科研创新计划项目(CXLX12_0015)

摘　　要：消费者对网络购物的信任已经成为制约当前电子商务发展的重要因素之一。笔者为了探询消费者网购信任对网络效能感与网购意愿之间关系的影响,采用问卷调查法对江苏省内15所高校594名大学生进行了调查研究。结果表明:女生比男生的网购意愿更强烈;网购经验越丰富,网购意愿越强烈;消费者的网购服务信任和网络交易信任水平越高,网购意愿越强烈;消费者网络效能感越高,网购意愿越强烈;网购信任在网络效能感和网购意愿之间起部分中介作用。Consumers＇ online-shopping trust becomes one of the key factors in developing e-business. In order to explore how consumers＇ online-shopping trust affects the relationship between internet self-efficacy and online-shopping intention, 594 college students from 15 universities or colleges in Jiangsu Province were investigated. The results are as follows： males shop online more times than females; for consumers, the more onlineshopping times, the more online-shopping intention; online-shopping service trust, online-trade trust, and internet self-efficacy may predict online-shopping intention positively one by one; online-shopping trust mediated partly between internet self-efficacy and online-shopping intention.

关 键 词：大学生 网络效能感 网购信任 网购意愿 

分 类 号：F713.36[经济管理—产业经济]