大学生电子商务信任影响因素研究——以贵州财经大学为例被引量：1

On Influential Factors of the E-commerce Trust among Undergraduates— Taking Guizhou University of Finance and Economics as an Example

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摘要总结前人相关研究成果,对贵州财经大学学生做问卷调查并进行数据分析,得出第三方支付与担保因素、购物网站因素、网上卖家因素和大学生消费特征四个因素为重要影响因素,并且其重要性依次降低。提出从网络卖家和大学生两方面提高大学生电子商务信任的策略。 On the basis of the previous researches, analyzing the questionnaire among the undergraduates in Guizhou University of Finance and Economics, we have identified the four important influential factors： the third-party payment and its guarantee, the shop- ping website, the online sellers and the undergraduates consumer characteristics, whose importance progressively decrease. Besides, we have developed several strategies in improving e-commerce trust among undergraduates.

作者杨溢周倩

机构地区贵州财经大学信息学院

出处《华北水利水电大学学报（社会科学版）》 2016年第2期61-64,共4页 Journal of North China University of Water Resources and Electric Power(Social Science Edition)

关键词大学生电子商务信任第三方支付 undergraduates e-commerce trust the third-party payment

分类号 F713.36 [经济管理—产业经济] F203 [经济管理—国民经济]

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