大学生网络购物信任影响因素研究

On Factors Influencing the College Students' Trust in Online Shopping

文章在文献分析和半结构式访谈的基础上,采用自编问卷,随机选取473名大学生进行施测,使用SPSS13.0和AMOS24.0软件对数据进行分析。结果显示,目前大学生的网购意愿强烈,网络购物行为频率较高。大学生的网络购物信任主要受到商家行为、网购安全、商家/网站声誉和个人信任倾向的影响;同时,还发现网络购物信任并没有表现出性别差异,女性购物行为的归因方式更加理性。

In this paper,based on literature analysis and semi-structured interviews,together with a self-designed questionnaire,473 college students were randomly selected to conduct the survey,and the data were analyzed by SPSS and AMOS software. The results show that the college students have strong desire for online shopping,and their online shopping is more frequent than before. Their trust in online shopping is mainly influenced by the behavior of the merchant,online shopping security,the reputation of the business/website,and the tendency of personal trust. It is also found that trust in online shopping does not show gender differenciation.