C2C移动电子商务中顾客信任影响因素及测度研究

发布时间：2019-03-06 20:12

【摘要】：随着最终用户的智能手机和平板电脑的普及，和国内3G网络的推广，以及各移动互联网内容提供商的服务力度加大，使得移动互联网产业快速发展，电子商务开始拓展到了移动电子商务领域。在线交易的匿名性和虚拟性，使得顾客信任问题成为传统电子商务发展的瓶颈，同时也是移动电子商务迈向成功的关键。在传统电子商务环境下的顾客信任影响因素问题，国内外已有很多研究成果，近年来对移动电子商务信任问题的研究方兴未艾，其中移动电子商务环境下的顾客信任影响因素问题，逐渐成为新的研究热点。本文总结了国内外学者对移动电子商务环境下顾客信任相关研究成果，引入移动客户端水平，作为软件层面因素，并将C2C移动电子商务中顾客信任的影响因素概括为五个方面：网络买家因素（买家信任倾向，过去网购经验），网络卖家因素（卖家信誉，卖家沟通性），网站平台因素（移动电子商务网站声誉，交易管理制度），移动平台因素（移动终端水平，移动客户端水平），无线网络因素（无线网络技术），构建了C2C移动电子商务中顾客信任影响的多因素综合模型。然后对上述模型进行以手机淘宝网为例的实证研究，共收集221份有效问卷，对问卷的数据，采用结构方程进行分析，分析结果表明过去网购经验，卖家信誉，移动电子商务网站声誉，移动终端水平，移动客户端水平，无线网络技术，交易管理制度7个因素对顾客信任有影响。最后根据实证分析的结果，构建了C2C移动电子商务顾客信任可能性的测度模型，该模型采用模糊综合评价法进行定量评价，为手机淘宝网的市场决策提供参考。
[Abstract]:With the popularity of end-users' smartphones and tablets, and the promotion of domestic 3G networks, as well as the increased service of mobile Internet content providers, the mobile Internet industry has developed rapidly. E-commerce began to expand into the field of mobile e-commerce. The anonymity and virtualization of online transactions make customer trust become the bottleneck of the development of traditional e-commerce, and it is also the key to the success of mobile e-commerce. In the traditional e-commerce environment, there have been a lot of research results on the influencing factors of customer trust. In recent years, the research on the trust problem of mobile e-commerce is in the ascendant. Among them, the influence factors of customer trust in mobile e-commerce environment have gradually become a new research focus. This paper summarizes the research achievements of domestic and foreign scholars on customer trust in mobile e-commerce environment, and introduces the level of mobile client as a software level factor. The influencing factors of customer trust in C2C mobile e-commerce are summarized into five aspects: online buyer factor (buyer trust tendency, past online shopping experience), online seller factor (seller reputation, seller communication), Website platform factor (mobile e-commerce website reputation, transaction management system), mobile platform factor (mobile terminal level, mobile client level), wireless network factor (wireless network technology), This paper constructs a multi-factor comprehensive model of customer trust in C2C mobile e-commerce. Then take mobile phone Taobao as an example, collect 221 valid questionnaires and analyze the data by structural equation. The analysis results show that the past online shopping experience, seller reputation, The reputation of mobile e-commerce website, the level of mobile terminal, the level of mobile client, the technology of wireless network and the system of transaction management have influence on customer trust. Finally, according to the results of empirical analysis, this paper constructs a model to measure the customer trust possibility of C2C mobile e-commerce. The model adopts fuzzy comprehensive evaluation method to carry on quantitative evaluation, which provides a reference for market decision-making of mobile phone Taobao.
【学位授予单位】：浙江工业大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F274;F724.6;F224

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