B2C平台企业消费者信任向第三方企业转移研究
发布时间：2018-12-14 05:28
【摘要】：随着经济环境的不断改善,快速发展的中小企业成为了我国国民经济的重要力量,而电子商务的兴起为我国中小企业发展提供了新的契机。在B2C平台上作为第三方企业的中小企业,由于自身品牌知名度、营销管理能力和资金实力等方面不足,容易产生消费者网上信任度低的现象。而网上信任是消费者在网络购买决策时的一个重要影响要素。消费者对在网络平台上中小企业的信任问题成为中小企业平台入驻前需要解决的一个基础性问题。B2C平台上第三方企业的信任问题研究对于当前我国中小企业的发展具有重要的意义。基于群体实体性及TAM理论,本文构建了一个B2C平台上的信任转移模型,研究了消费者对平台企业信任到对第三方企业信任的转移过程,以及消费者感知平台企业与第三方企业相似性对其第三方企业信任的影响。通过收集317份有效问卷,采用因子分析法、结构方程模型分析法等方法,运用SPSS19.0软件、AMOS17.0软件以及PRODCLIN2软件进行数据分析和假设检验。结果发现,(1)消费者对平台企业的信任可以转移到第三方企业上,并且感知第三方企业购物有用性和感知第三方企业购物易用性在此过程中起中介作用;(2)消费者感知第三方企业和平台企业相似性对其第三方企业的初始信任有正向影响;(3)第三方企业消费者初始信任与消费者第三方产品购买意愿正相关。依据研究结果给出中小企业在平台选择决策时的策略建议,以更有效地构建网上消费者的信任。另外,本文还进一步探讨了未来关于选取其他同类型的网站平台进行验证本文结果和研究当产品类别等存在差异时是否有影响等研究内容和研究方向。
[Abstract]:With the continuous improvement of the economic environment, the rapid development of small and medium-sized enterprises has become an important force in the national economy, and the rise of electronic commerce provides a new opportunity for the development of small and medium-sized enterprises in China. As a third party enterprise on B2C platform, the small and medium-sized enterprises, because of their own brand awareness, marketing management ability and financial strength and other aspects are insufficient, easy to produce consumer online trust low phenomenon. And online trust is an important factor of consumers' decision-making. Consumer trust in SMEs on the network platform has become a basic problem to be solved before the SMEs platform. Research on the Trust problem of third Party Enterprises on B2C platform for the current SMEs in China Development is of great significance. Based on group entity and TAM theory, this paper constructs a trust transfer model based on B2C platform, and studies the transfer process from consumer trust to third party enterprise. And the influence of the similarity between the consumer perception platform enterprise and the third party enterprise on the trust of the third party enterprise. By collecting 317 valid questionnaires, using factor analysis method and structural equation model analysis method, using SPSS19.0 software, AMOS17.0 software and PRODCLIN2 software for data analysis and hypothesis testing. The results show that (1) consumers' trust in platform enterprises can be transferred to third-party enterprises, and perception of third-party enterprise shopping usefulness and perceived third-party enterprise shopping ease of use play an intermediary role in this process; (2) consumers' perception of the similarity between third-party enterprises and platform firms has a positive impact on the initial trust of third-party enterprises, and (3) the initial trust of third-party enterprises is positively correlated with consumers' willingness to buy third party products. According to the research results, the paper gives the strategic suggestions of medium and small enterprises in platform selection, so as to build the trust of online consumers more effectively. In addition, this paper further discusses the future research content and research direction of selecting other similar website platforms to verify the results of this paper and to study whether there is influence when there are differences in product categories and so on.
【学位授予单位】：华侨大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F724.6;F276.3
本文编号：2378014
[Abstract]:With the continuous improvement of the economic environment, the rapid development of small and medium-sized enterprises has become an important force in the national economy, and the rise of electronic commerce provides a new opportunity for the development of small and medium-sized enterprises in China. As a third party enterprise on B2C platform, the small and medium-sized enterprises, because of their own brand awareness, marketing management ability and financial strength and other aspects are insufficient, easy to produce consumer online trust low phenomenon. And online trust is an important factor of consumers' decision-making. Consumer trust in SMEs on the network platform has become a basic problem to be solved before the SMEs platform. Research on the Trust problem of third Party Enterprises on B2C platform for the current SMEs in China Development is of great significance. Based on group entity and TAM theory, this paper constructs a trust transfer model based on B2C platform, and studies the transfer process from consumer trust to third party enterprise. And the influence of the similarity between the consumer perception platform enterprise and the third party enterprise on the trust of the third party enterprise. By collecting 317 valid questionnaires, using factor analysis method and structural equation model analysis method, using SPSS19.0 software, AMOS17.0 software and PRODCLIN2 software for data analysis and hypothesis testing. The results show that (1) consumers' trust in platform enterprises can be transferred to third-party enterprises, and perception of third-party enterprise shopping usefulness and perceived third-party enterprise shopping ease of use play an intermediary role in this process; (2) consumers' perception of the similarity between third-party enterprises and platform firms has a positive impact on the initial trust of third-party enterprises, and (3) the initial trust of third-party enterprises is positively correlated with consumers' willingness to buy third party products. According to the research results, the paper gives the strategic suggestions of medium and small enterprises in platform selection, so as to build the trust of online consumers more effectively. In addition, this paper further discusses the future research content and research direction of selecting other similar website platforms to verify the results of this paper and to study whether there is influence when there are differences in product categories and so on.
【学位授予单位】：华侨大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F724.6;F276.3
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