企业声誉在电子商务消费者信任建立过程的作用机制

Operation Mechanism of Company Reputation in Consumer Trust Establishment in BtoC Electronic Commerce

声誉是企业的一项重要无形资产,能够增进企业对消费者的吸引力。本文从消费者视野探索企业声誉在电子商务消费者信任建立过程的作用机制。将感知的安全性引入技术接受模型,建立了理论模型及假设,并应用结构方程模型分析软件进行了检验。结果表明,企业声誉通过消费者感知的安全性、有用性和易用性正向影响消费者信任,消费者感知的安全性、易用性也通过感知的有用性影响消费者信任。

The reputation is an enterprise＇s important intangible asset, and it can promote the enterprize to the consumer the attraction. In this paper, the authors probe the operation mechanisms of company reputation in online consumer trust establishment from a consumer＇s view. First, perceived security is added in technology acceptance model, then theoretical hypothesis and research model are developed, finally, structure equation modeling package is used to test them. The empirical results show that reputation significantly influence perceived security, perceived usefulness and perceived ease of use of an online company＇s website, which in turn affect consumers＇ trust toward that company; and perceived security and perceived ease of use notably affect perceived usefulness of that company＇s website.