B2C的信任影响因素研究

Affecting Trust Factors in B2C

当前,B2C电子商务逐步受到人们的关注,由此信任问题也成为B2C电子商务接受的关键因素。而信息技术用户接受理论认为用户对信息技术能否有效地接受,决定了它真实的价值和影响。因此理解相关因素对预测和解释用户的B2C电子商务接受行为具有重要的现实和理论意义。该文提出了一个基于技术因素的信任接受模型;通过引入中介变量商业因素,感知易用性和有用性反映用户信任建立过程;最后还通过引入调控变量进一步阐述信任的形成。该文最后通过对当当网的定性分析来验证模型的准确性。

At present,B2C e-business have been concerned by people,thus the issue of trust has become a key factor in B2C e-commerce acceptance. The user acceptance of information technology theory suggests that whether users of information technology effectively receive,determine its true value and impact. Therefore,understanding and explaining the relevant factors in predicting the user＇s B2C acts of acceptance has important practical and theoretical significance. This paper presents Trust Acceptance Model based on technical factors; reflect user confidence-building process with the introduction of intermediate variables of commercial factors,perceived ease of use and usefulness; finally expound the trust formation through a introduction of control variables. This paper presnts the Dangdangwang＇s qualitative analysis to verify the accuracy of the model at last.