消费者网上购物的信任模型及实证分析

Empirical Study on the Consumer's Trust on Online Store

随着网民的增加,进行网上购物的人数与日俱增,消费者对网上商店的信任备受关注。通过对以往研究文献的分析,本文提出消费者对网上商店的信任模型和9个假设,通过调查并对230个有效样本基于AMOS进行分析后,发现除法律约束力作用不显著外,商家声誉、商家规模、商家网站质量、环境趋同性、结构性保障、合作规范、交互作用都会影响消费者信任,消费者信任进而促进信任倾向的形成。此结论说明,商家可通过提高其个体能力、网站能力、系统信任机制和交互水平促进消费者的信任和积极交易。

With the growth of the Internet users, people＇s purchasing online is also increasing. Accordingly, consumers＇ trust on online store is paid high attention. Through systematical review of various literatures discussing how consumers trust online store, the author proposes a consumer＇s trust model in B2C transactions and nine propositions. After an AMOS based empirical study on the 230 valid samples received through field study, it is found that store reputation, store size, website quality, situational normality, structural assurance, cooperative norm, interaction, with exception of legal bonds, positively influence online consumer＇s trust, and online trust can further impact trust intention. Re findings state that online stores can improve consumer＇s trust through improving store competence, enhancing website quality, building system trust mechanism and pushing interaction.