消费者网络信任影响因素的实证分析

An Empirical Study on the Factors Affecting Consumers'e-Trust

B-to-C电子商务问世以来,在获得很大发展的同时也遇到了很多问题,其中缺乏消费者信任就是主要问题之一。本文在问卷调查的基础上,验证了5个理论假设,并建立了一个影响消费者网络信任的路径模型,通过统计分析寻找出影响消费者网络信任的主要路径。最后提出了一些增强消费者网络信任的措施。

Lacking of Consumers' trust is the biggest difficulty E-Commerce faces. Based on a questionnaire survey, in this article the authors test five hypotheses about consumers'e-trust, and find out some critical paths that affect consumers'e-trust.