中国C2C网络购物消费者信任问题研究

发布时间：2018-06-05 16:52

本文选题：C2C网络购物 + 消费者感知　；参考：《北京化工大学》2007年硕士论文

【摘要】： 中国C2C网络购物市场方兴未艾，发展前景看好。然C2C网站从诞生起就面临着一大突出问题即信任问题。C2C交易模式特点强化了消费者对虚拟环境中交易风险的感知，如何在心理性因素中有效地构建消费者对于在线交易平台信任感的研究极具现实意义。国内电子商务信任研究起步较晚，既构建理论模型又采用实证数据支持的研究更不多见。本文依托社会学、心理学信任理论研究，结合C2C购物模式特点及消费者网络购物心理特征，从消费者感知这一新的视角入手，借鉴理性行为理论研究框架构建了消费者信任影响模型，并通过对北京地区高校学生群体和企事业单位中的上班族进行问卷调查获取所需数据进行统计分析，基于理论模型与实证结果的统一得到了一些有益结论如网站的功能舒适性作为消费者感知网站品质因素，，物流配送作为消费者感知订单履行因素等显著正向影响消费者信任态度，并据此对网站经营者有针对性提出了如在网站功能设计上避免程序下载要求及“流氓广告”以提升消费者使用网站的愉悦体验，网站提供物流配送接口服务从而提升订单履行质量及消费者信心等管理建议，渴望能够对网站采取有效措施赢得消费者信任并最终促成中国C2C网络购物的蓬勃发展有所裨益。
[Abstract]:China's C2C online shopping market is in the ascendant, promising development prospects. However, since its birth, C2C website has been faced with a major problem, I. E. trust problem. C2C transaction mode features strengthen consumers' perception of transaction risk in virtual environment. It is of great practical significance to study how to effectively construct the trust of online trading platform among psychological factors. Domestic e-commerce trust research started late, both theoretical model and empirical data support research is less common. This article relies on the sociology, the psychology trust theory research, unifies the C2C shopping pattern characteristic and the consumer network shopping psychology characteristic, starts from the consumer perception this new angle of view, Based on the theoretical framework of rational behavior, the influence model of consumer trust is constructed, and the required data are analyzed through the questionnaire survey among college students and office workers in Beijing. Based on the unification of theoretical model and empirical results, some useful conclusions are obtained, such as the functional comfort of website as a factor of consumer perceived website quality. As a factor of perceived order fulfillment, logistics distribution has a significant positive effect on consumer trust attitude. Based on this, the author puts forward some suggestions for website operators, such as avoiding program download requirements and "rogue advertisements" in the design of website functions to enhance the pleasure of consumers to use the website. The website provides logistics and distribution interface service to improve the quality of order fulfillment and consumer confidence, eager to take effective measures to win the trust of consumers and ultimately promote the vigorous development of C2C online shopping in China.
【学位授予单位】：北京化工大学
【学位级别】：硕士
【学位授予年份】：2007
【分类号】：F724.6

【引证文献】