影响B2C电子商务顾客信任的卖方因素实证研究

Empirical Research on the Seller's Factors Influencing Consumer Trust in B2C Electronic Business

B2C电子商务模式在我国快速发展,但是信任的缺失仍是阻碍其发展的一个重要因素。探讨影响B2C顾客信任的企业自身因素、网站安全和共享因素、企业网站设计因素、产品采购方式因素这4类卖方因素,通过实证分析和因子分析法研究模型中各个影响因素的重要性和影响力,并根据研究结果对B2C电子商务企业运营提出建议。

B2C e-business develops rapidly in China, but the lack of trust is still an important impeding factor of the development. This paper discusses four B2C seller＇ s factors that influence consumer trust, such as enterprise＇ s factor, safety and sharing of the web- site, design of the website, the way of product purchase. This paper also discusses the importance and influence of the various factors in the model through empirical analysis and factor analysis, then gives suggestions of operation for the B2C e-business enterprise according to the result.