手机回收网站初始信任影响因素实证研究  

An Empirical Study on Factors Influencing Initial Trust in Mobile Phone Recycling Website

作　　者：李春发[1] 董明英[1] 

机构地区：[1]天津理工大学管理学院,天津300384

出　　处：《价值工程》2015年第31期190-192,共3页Value Engineering

基　　金：国家社会科学基金项目"促进生态文明建设的产业结构研究"(08BJY004);天津市高等学校创新团队培养计划项目"生态工业工程与可持续发展研究"(TD12-515);天津市"五个一批"人才资助项目"基于区域创新网络的天津市产业结构优化升级研究"(2013RC01)

摘　　要：近年来网上回收模式的出现为废旧手机回收开辟了一种全新的渠道,这种以手机回收网站为主要特征的逆向电子商务模式的普及和成功运行,关键在于获得消费者对手机回收网站的初始信任。本文研究了网站声誉、感知易用、感知有用、感知安全、信任倾向、网站环保责任履行、消费者环保意识和价格差异八个因素对初始信任的影响,建立研究模型。运用SPSS19.0和Amos17.0软件对298份有效问卷进行验证,研究结论为回收网站信任的建立和健康运营提供管理启示。In recent years, the emergence of online recycling has opened up a new channel for recycling of discarded cell phones. This reverse e-commerce model is characterized by mobile phone recycling website, the key of its popular and successful operation lies in the establishment of initial trust among consumers. In this paper, the impacts of reputation, perceived ease of use, perceived usefulness,perceived security, trust propensity, performance of environmental protection, consumer environmental awareness and the price difference on initial trust are analyzed and the research model of initial trust is constructed. Using SPSS19.0 and Amos17.0, 298 valid questionnaires are analyzed and the results can provide suggestions for establishment of initial trust and the healthy operation of mobile phone recycling website.

关 键 词：手机回收网站 初始信任 影响因素 实证研究 结构方程模型 

分 类 号：F713.36[经济管理—产业经济]