中小企业对第三方电子商务网站的初始信任影响因素研究

发布时间：2018-06-07 03:13

本文选题：初始信任 + 第三方电子商务网站　；参考：《杭州电子科技大学》2014年硕士论文

【摘要】：作为企业开展电子商务形式的一种，第三方电子商务网站由于其专业性、低成本、第三方等特点，能帮助广大中小企业在降低电子商务运营成本和风险的同时，提高经济效益。而“信任”是电子商务发展的根基，也是被电子商务领域专家学者研究最多的话题之一。“初始信任”作为“信任”过程中的一个重要阶段，是研究“信任”问题的一个主要突破口。前人在电子商务信任领域的研究主体多为消费者和电子商务企业或者电子商务网站中的企业，且研究较为笼统，很少有针对电子商务的不同形式进行针对性的研究。作为第三方电子商务网站的主要参与主体——广大的中小企业，如何获取他们对网站的信任，积极参与到网站的建设中来，这些问题的解决将有效促进第三方电子商务网站的蓬勃发展。本文研究的主要目的是探索中小企业对第三方电子商务网站初始信任的影响因素以及这些因素之间的相互影响关系。并在此基础上，从网站和政府两个层面给出相应的建议。由于浙江省中小企业广而多，，并且电子商务发展迅速，调研样本基本为浙江省内的中小企业。本文从研究理论、研究内容和研究方法三个角度对国内外现有电子商务信任模型、影响因素和假设进行系统的梳理。通过对已有的电子商务信任特别是初始信任的影响因素的归纳总结，为本文的第三方电子商务网站初始信任影响因素模型的提出奠定了基础。通过问卷调研获得数据，根据文章需要筛选出暂未加入第三方电子商务网站和对其认知不清的企业样本，利用统计软件SPSS和结构方程软件AMOS对数据进行了处理和分析，运用结构方程模型对模型和相关假设进行了检验，并对模型进行了修正，最终得到以下结论：（1）中小企业对第三方电子商务网站的“价值感知”方面的“感知的有用性”和“感知的易用性”两个因素均正向影响其对网站的“初始信任”；（2）中小企业对第三方电子商务网站的“风险感知”方面的“金融安全感知”和“网站规模和声誉感知”两个因素均正向影响其对网站的“初始信任”，而“制度的感知”这一因素与“初始信任”间关系假设未得到验证；（3）中小企业“自身实力”方面的“规模”因素负向影响，“信息技术能力”因素正向影响其对第三方电子商务网站的“初始信任”，而“盈利能力”因素由于变量未通过信度和效度检验，需要进一步研究；（4）中小企业所在行业的“电子商务适应性”方面的两个因素均正向影响其对第三方电子商务网站的“初始信任”；（5）“外部利益相关者电子商务采纳程度”影响“价值感知”和“风险感知”中的因素；（6）中小企业“信任倾向”正向影响其对第三方电子商务网站的“初始信任”。
[Abstract]:As a form of e-commerce, third-party e-commerce websites, due to their professional, low-cost, third-party characteristics, can help small and medium-sized enterprises to reduce the operating costs and risks of e-commerce, while improving economic benefits. Trust is the foundation of the development of e-commerce and one of the most studied topics by experts and scholars in the field of e-commerce. As an important stage in the process of "trust", "initial trust" is a main breakthrough in the study of "trust". The former research subjects in the field of e-commerce trust are mostly consumers and e-commerce enterprises or enterprises in e-commerce websites, and the research is relatively general, and there are few targeted research on different forms of e-commerce. As the main participant of third-party e-commerce websites-the vast number of small and medium-sized enterprises, how to gain their trust in the website and actively participate in the construction of the site, The solution of these problems will effectively promote the vigorous development of third-party e-commerce websites. The main purpose of this study is to explore the influence factors of SMEs' initial trust in third-party e-commerce websites and the interrelation between these factors. And on this basis, from the website and the government level to give the corresponding recommendations. Due to the wide range of small and medium-sized enterprises in Zhejiang Province and the rapid development of electronic commerce, the survey sample is basically small and medium-sized enterprises in Zhejiang province. This paper systematically combs the existing trust models, influencing factors and hypotheses of electronic commerce at home and abroad from the perspectives of research theory, research contents and research methods. By summing up the factors that affect the trust of e-commerce, especially the initial trust, this paper lays a foundation for the establishment of the model of the influence factors of the initial trust of the third-party e-commerce website. According to the need of the paper, the data are obtained through questionnaire investigation, and the enterprise samples which are not joined by the third party e-commerce website and whose cognition is not clear are screened out, and the data are processed and analyzed by the statistical software SPSS and the structure equation software AMOS. The structural equation model is used to test the model and related hypotheses, and the model is modified. Finally, the following conclusions are obtained: (1) the "perceived usefulness" and "perceived ease of use" of the "value perception" of the third party e-commerce websites by small and medium-sized enterprises have a positive impact on their "initial trust" to the website; (2) the "financial security perception" and "site size and reputation perception" of the "risk perception" of third-party e-commerce websites by small and medium-sized enterprises have a positive impact on their "initial trust" to the website. However, the relationship between "perception of institution" and "initial trust" has not been verified. (3) the "scale" factor in the "own strength" of small and medium-sized enterprises has a negative impact on the "information technology capability" factor, while the "initial trust" in the third-party e-commerce website is positively affected by the "information technology capability" factor. However, the factor of "profitability" needs further study because the variables do not pass the reliability and validity tests. (4) the two factors of "E-commerce adaptability" in the industry in which small and medium-sized enterprises are located have a positive effect on their "initial trust" to third-party e-commerce websites; (5) the factors in "value perception" and "risk perception" are affected by the degree of adoption of e-commerce among external stakeholders; Small and medium-sized enterprises'"trust tendency" positively affects their "initial trust" to third-party e-commerce websites.
【学位授予单位】：杭州电子科技大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F276.3;F724.6;F224

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