在线购买信任、不信任与控制关系整合模式的中国实证研究

An Empirical Research on the integration Trust Model for E-Commerce in China

信任的缺失是使消费者不愿在线购买的主要原因之一。为提供中国在线购买信任问题一个有效的解决方案,基于对Cheung and Lee(2000)在线购买信任模式局限性的认识,本论文提出一个包括不信任和控制的修正模式并在中国大陆的情境下开展实证研究。研究结果显示,信任和不信任是两个不同的概念,消费者在线购买信任的产生更多体现在对安全控制的良好认知,而消费者在线购买不信任的产生更多体现在对不隐私控制的认知;安全控制不仅通过信任间接积极地影响购买意图而且对其也有直接强正作用,不隐私控制不仅通过不信任间接地积极影响不购买意图而且对其也有直接强正作用;另外,在线购买信任和不信任等变量在性别、年龄、学历水平、互联网使用时间和已消费的金额方面呈显著差异。这些发现对中国在线运营商具有重要的理论指导意义。

lack of trust is one of the main reasons for consumers not to shopping online, for the provision of a effective solutions to China＇ s online trust problem, based on understanding of the limitations of Cheung and Lee （2000） model for online shopping trust , This paper presents a modified model which including distrust and control , and empirical research in China. The results showed that trust and distrust are two different concepts. Consumers Online shopping trust is more produce from the good cognition on the security control, Consumers Online shopping distrust is more produce from the good cognition on the privacy no - control; security control not only through online purchase trust variables influence online shopping intentions, But also to have a direct positive effect on it. privacy no- control not only through online purchase distrust variables influence online shopping no - intentions, But also to have a direct positive effect on it; Through the analysis of variance, variables Such as trust and distrust in gender, age, education level, the Interact used time and the amount of consumption showed significant differences; This findings for China＇ s online operators have important theoretical significance.