大学生网络购物信任影响因素研究

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。

商盟对网上购物影响的实证分析

以往电子商务方面的大量研究强调对单个商家的信任度如何影响网上购物,在此基础上,探索了电子商务商盟的集体信任度对商盟成员个体信任度的补充作用。研究了集体信任度以及个体信任度对消费者网上购买意愿和价格溢价的作用,并分析了消费者个人特质对信任度作用的调节效果。通过对485名消费者的问卷调查,发现商盟成员的个体信任度显著地影响到消费者网上的购买意向,但不影响价格溢价。而商盟集体信任度显著地影响着消费者网上的购买意向和价格溢价。另外,个人的信任倾向程度调节了个体和集体信任度的部分影响效果。最后,发现商盟保障体系显著地影响着商盟集体信任度。

Trust model based on individual experience

To improve the accuracy of node trust evaluation in a distributed network, a trust model based on the experience of individuals is proposed, which establishes a new trust assessment system by introducing the experience factor and the comparative experience factor. The new evaluation system considers the differences between individuals and interactive histories between nodes, which solves the problem that nodes have inaccurate assessments due to the asymmetry of nodes to a certain extent. The algorithm analysis indicates that the new model uses different deviating values of tolerance evaluation for different individuals and uses different updating values embodying node individuation when updating feedback credibility of individuals, which evaluates the trust value more reasonably and more accurately. In addition, the proposed algorithm can be used in various trust models and has a good scalability.