中老年群体网络消费信任影响因素实证研究

An Empirical Study on Influencing Factors of Network Consumption Trust in Middle Aged and Senior People

在我国人口老龄化进程不断加快的背景下,中老年人将会是网络消费市场增长潜力最大的群体,但随之而来的信任问题是其在网络消费中要面临的重要问题。本文选择中老年群体作为实证研究对象,以理性行为理论、感知价值理论、技术接受模型为基础,结合文献综述与选题实际情况围绕支撑保障、感知价值、网站形象三个维度构建中老年群体网络消费信任理论模型。通过问卷调查收集数据,并将上述三个维度作为变量进行多元线性回归分析,结论表明:三个维度变量都对网络消费信任产生正向影响,影响大小排序为:网站形象>感知价值>支撑保障。最后本文从这三个维度提出建议,以期解决中老年群体网络消费中的信任问题,更好地完善中老年群体网络消费市场。

Under the background of the accelerating process of population aging in China,middle aged and senior people will be the group with the greatest growth potential in the online consumer market,but the ensuing trust problem is an important issue in network consumption.Selecting middle aged and senior people as the object of empirical research,this paper is based on rational behavior theory,the perceptual value theory and technology acceptance model,combined with literature review and actual topic selection to utilize support guarantee,perceived value and website image as the three dimensions in order to construct the network consumption of middle aged and senior groups ensuring trust theory model.Data were collected through questionnaires,and multiple linear regression analysis was carried out on aforementioned three-dimensional variables.The conclusions show that all three-dimensional variables have a positive impact on network consumption trust,website images with the greatest influence followed by perceived value and support guarantee Finally,the paper proposes suggestions from these three dimensions to solve the ensuring trust problem in the network consumption of middle aged and senior people,as well as improve the online consumer market of middle aged and senior groups.