| 对B to C环境下影响消费者信任因素的实证研究 |
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| 引用本文： | 庞川,薛华成.对B to C环境下影响消费者信任因素的实证研究[J].合肥工业大学学报(自然科学版),2004,27(2):158-162. |
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| 作者姓名： | 庞川 薛华成 |
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| 作者单位： | 澳门科技大学,行政与管理学院,澳门;澳门科技大学,行政与管理学院,澳门 |
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| 摘 要： | BtoC电子商务出现以来,在获得较大发展的同时也遇到了很多的问题,其中缺乏消费者信任就是主要问题之一。文章在问卷调查的基础上,分析了5个理论假设,建立了一个影响消费者网络信任的路径模型,通过统计分析寻找出了影响消费者网络信任的主要因素,提出了一些增强消费者网络信任度的措施。
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| 关 键 词： | B to C电子商务 信任 网络信任 |
| 文章编号： | 1003-5060(2004)02-0158-05 |
| 修稿时间： | 2003年6月10日 |
An empirical study on the factors affecting consumers' E-trust in the B to C environment |
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| PANG Chuan,XUE Hua-cheng.An empirical study on the factors affecting consumers' E-trust in the B to C environment[J].Journal of Hefei University of Technology(Natural Science),2004,27(2):158-162. |
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| Authors: | PANG Chuan XUE Hua-cheng |
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| Abstract: | B to C E-business has got rapid development since its first emergence. But it also faces a lot of problems, in which the lack of consumers' trust is the major one. In this paper, based on a questionnaire survey, five hypotheses about consumers' E-trust are tested, and a path model affecting this kind of trust is constructed. Some critical affecting factors are found out through statistics analysis and the corresponding measures are put forward. |
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| Keywords: | B to C E-business trust E-trust |
| 本文献已被 CNKI 万方数据 等数据库收录！ |
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