在线购买信任模式的中国实证研究

An Empirical Research on the 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)和Kit Lui(2003)等在线购买信任模式实证研究结果和局限性的认识,本论文提出一个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,在所有网上购买信任的前置变量中,网上商店的有用性和消费经历与在线购买信任表现出更为强烈的正相关。并且,消费经历与有用性不但通过在线购买信任变量积极影响在线购买意图,并且对在线购买意图的产生也有较强的、直接的积极作用。另外,在线信任等变量在人口统计学特征上和消费习惯上表现出一定的差异,男性、学历较高、上网时间长、网购次数多、每次花费金额多、预测未来两年在线消费比例上升的在线消费者群体,其对在线购买的信任更多地表现在有用性和安全控制的良好认知上。

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 Cheung and Lee （2000） and Kit Lui （2003） model for online shopping trust,This paper presents a modified model And empirical research in China. By empirical study found that online shopping trust and intentions were strongly positive correlation; the usefulness of online store and the consumer experience with online buying trust shown more strong positive correlation. Usefulness and experience not only through online purchase trust variables influence online shopping intentions, and also to have a direct positive effect on it; Through the analysis of variance, variables such as trust in gender, age, education level, the Internet used time and the amount of consumption showed significant differences; This findings for China＇ s online operators have important theoretical significance.