基于技术接受模型的电子商务第三方信任机制研究

Third Party Trust Mechanisms in E-commerce based on Technology Acceptance Model

从建立基于第三方机制的电子商务信用模型入手,根据技术接受模型对C2C模式的电子商务第三方信任机制的各个子部分进行实证研究,通过结构方程法得出,对于电子商务信任感影响较大的因素主要是机制建设,电子商务市场管理者应把精力集中于市场机制的完善。我国信用图章是整个国内电子商务信用保证的综合体,它将打造中国范围内的信任圈,引导国民的信任倾向。

Starting from the establishment of the third party trust model in e-commerce, this paper empirically studies each sub-part of the third-party trust mechanism of C2C e-commerce based on technology acceptance model. The results of SEM reveal that the main factor affecting sense of trust for e-commerce is the building of mechanisms. E-commerce market managers should focus on improving the market mechanism. Credit seal in China is a synthesis of e-commerce credit guarantee all over the country and it will build trust cir- cle which guides people＇ s tendency to trust.