消费者视角的电子商务企业声誉测度研究

Research on Reputation Measurement of E-Business Firm from the Perspective of Consumer

结合访谈和文献调研提炼电子商务企业声誉测量维度和指标,构建电子商务企业声誉的关联式和层级式、间接和直接测量模型。基于调查问卷和结构方程模型研究发现,产品、服务、信息安全、社会责任是消费者评价电子商务企业声誉的主要维度,服务是消费者评价电子商务企业声誉的最重要维度;电子商务企业声誉包括认知声誉和情感声誉,相对于认知声誉,情感声誉对企业总体声誉具有更大的解释和预测作用。

This paper refines the measurement dimensions and indices of E-business firm based on interview and literature investigation, and builds up the relational and hierarchical, direct and indirect reputation-measuring model of E-business firm. And then, it analyzes the sample data collected by questionnaire based structural equation model. Results show that, product, service, information safe and social responsibility are the main dimensions in terms of which consumer evaluate E- business firm reputation, with service the most important dimension; the E-business firm reputation can be divided into cog- nitive reputation and affeetive reputation, and compared with the cognitive reputation, the total reputation of E-business firm is explained and predicted more by affective reputation.