我国东西部地区消费者电子商务信任对比分析

发布时间：2017-12-31 21:07

本文关键词：我国东西部地区消费者电子商务信任对比分析　出处：《云南财经大学》2012年硕士论文　论文类型：学位论文

【摘要】：信息技术的飞速发展和网络的逐渐普及使得电子商务企业获得了空前的发展机遇，这使得网购已快速发展为一种较成熟的购物模式，正逐渐融入消费者的日常生活，并在未来逐步发展成为主流商业模式。目前电子商务发展所面临的最大瓶颈是消费者的信任问题。由于各地经济发展水平存在较大差异，互联网基础设施及支付系统等配套服务体系的建设也参差不齐，，使得我国消费者的信任程度同地区经济的发展一样，存在区域不平衡的现象。因而，电子商务在不同地区的均衡发展问题更值得我们关注。对电子商务中消费者信任的已有研究中很少涉及我国东西部不同情况的对比分析，实证分析则更少。因此，本文主要的研究目的一是分析电子商务中对消费者信任影响较大的因素，从而有针对性地提出提升消费者网购安全感的方法和途径；二是提高我国西部地区网民的信任程度，扩大他们的网购比例，使西部电子商务加速发展，缩小区域差距，实现东西部地区电子商务的协调发展。根据对已有文献的总结和吸收，本文将从个人信任倾向、卖家声誉、网站安全性、商品及服务质量、网购经验及环境、与卖家的交流情况等六个方面以问卷调查的形式对东西部消费者进行对比研究。笔者首先针对这六种因素提出了相应的假设，然后将问卷数据代入研究模型，运用SPSS16.0统计软件对数据进行定量分析及验证假设，分别得到了各因素对消费者电子商务信任的影响程度及方向。结果显示：网购的安全性是所有消费者最关心的问题，而个人信任倾向对消费者的影响程度最小。对东部消费者来说，各因素按影响程度从高到低的顺序为：网站安全性、卖家声誉、商品与服务质量及个人信任倾向；而对西部消费者的顺序则是：网站安全性、与卖家的联系程度及个人信任倾向。最后笔者针对这些关键因素提出了提高消费者信任度、提升我国电子商务水平、平衡地区发展的意见和建议。
[Abstract]:The rapid development of information technology and the popularization of the network makes the electronic commerce enterprise is facing an unprecedented development opportunity, which makes online shopping has rapid development into a more mature shopping mode, is gradually integrated into the daily lives of consumers, and in the future become mainstreambusiness model.
The biggest bottleneck facing the development of electronic commerce is the trust of consumers. As a result of the difference between different levels of economic development, the construction of supporting service system of Internet infrastructure and payment system is uneven, making the trust degree of our consumers like the development area of the economy, there are regional imbalance. Therefore, equilibrium the development of e-commerce in different regions is more worthy of our attention.
The comparative analysis of China's eastern and Western different situations involving little research of consumer trust in e-commerce, the empirical analysis is less. Therefore, the main purpose of the thesis is an analysis of the influence factors of consumer trust in e-commerce, and puts forward improving methods and ways of online shopping consumers a sense of security; the two is to enhance the level of trust of users in the west region of China, expand their online shopping proportion, make the electronic commerce to accelerate development, reduce regional disparities, realize the coordinated development of e-commerce in the East and the West.
According to the absorption and on the basis of literatures, this paper will tend to trust, from individual sellers reputation, website security, quality of goods and services, online shopping experience and the environment, and the six aspects of the exchange of the seller in the form of questionnaire survey of consumers to carry on a comparative research. The author put forward the corresponding assumptions for the these six factors, and then the questionnaire data into the model, using SPSS16.0 statistical software for quantitative analysis and verify the hypothesis of data were obtained of various factors on consumer trust in electronic commerce the influence degree and direction.
The results show: the safety of online shopping is all consumers are most concerned about the issue, and the influence of trust propensity to consumers. In Eastern consumers, according to the influence factors from high to low order: website security, seller reputation, product and service quality and personal trust tendency of Western consumers; the order is: site security, tendency and the degree of contact the seller and personal trust. Finally the author of these key factors are put forward to improve consumer confidence, enhance the level of China's e-commerce, balanced regional development views and suggestions.

【学位授予单位】：云南财经大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F724.6;F224

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