网络卖方因素对消费者信任影响的实证研究

Empirical Study on the Effect of Network Seller Factors on Trust

从网络卖方角度出发对消费者信任展开研究,构建基于网络卖方的消费者信任影响因素模型,并提出了相关假设。通过问卷调查收集数据,利用结构方程模型对消费者信任影响因素进行探索和验证。研究结果表明,网站品质、网站交易安全性、卖家声誉、卖家信任特征对消费者信任有显著的正向影响,网站规模、网站知名度对消费者信任没有显著影响。根据研究结果为网络卖家提高竞争力提出了参考建议。

To study network consumers＇ trust,this paper started from the angle of network sellers,builded trust influencing factors model based on network sellers,and proposed relevant hypothesis.Based on a great deal of questionnaire survey,used structural equation model（SEM）to explore and validate the influencing factors of trust.The result indicated that the quality and transaction security of web sites,the reputation and trust of network sellers have significant positive impact on consumers＇ trust,the scale and popularity of web sites have no significant influence on trust.According to the results of the research,suggestions for the network business to improving the competitiveness are putting forward.