2C_环境下消费者信任影响因素分析毕业论文

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1、 I 2C 环境下消费者信任影响因素分析 摘要： 互联网的快速发展和广泛应用，极大地推动了网上购物这一新型消费模式，而尤以 B2C 交易的发展更为迅猛。然而， 网络交易存在着各种各样的风险和不确定性，使得消费者普遍存在着对网上购物安全与否的担忧， 消费者信任的缺失已经成为制约我国电子商务进一步发展的关键因素。由于交易能否顺利进行在很大程度上是要建立在交易双方相互信任的基础上的。因此，信任的建立在 B2C 环境下显得尤为重要。在这种背景下，本文着力于探讨电子商务环境下消费者信任影响因素，针对这些影响因素制定相应的对策，从而构建 良好的信任环境，建立电子商务环境下商家与消费者的良好信任关系，促进电

2、子商务的蓬勃发展。 本论文先回顾了国内外相关文献关于影响消费者信任的因素研究分析，之后对信任做了概述，而后分析了研究影响消费者信任的因素必要性和可行性，在综合前人研究的基础上，归纳了影响消费者信任的因素，并建立电子商务消费者信任影响因素的分析框架，从网站质量，交易安全，订单履行，网站声誉四个方面，共提出了 5 个假设，来探讨影响消费者信任的因素及这些因素是怎样影响消费者的信任态度的，又是怎样影响消费者的购买行为的。然后通过编制的调查问卷 ，获取数据进行数据统计，使用 SPSS 软件对调查所得数据进行相关分析和回归分析，取得实证研究结论。 实证分析结果表明：制约着网络购物中消费者信任的最主要因素

3、是交易安全，其他三个对信任也有一定的积极影响。由于交易安全问题的存在，消费者的态度不是很乐观，尤其是面临高昂的商品时，更多的是采取保守的态度，宁可选择正规的实体店，而非网购，因而态度的变化引发了消费者行为发生变化，从而购买倾向发生改变。 本论文的研究结果对企业的建议：要想让消费者真正接受网络购物这种新型购买方式就必须不断增强消费者信任，因为信任可降 低消费者购买风险，减少消费者疑虑，促进网上交易，实现电子商务的繁荣发展。而如何提高消费者信任就涉及到了网络交易安全问题，因而企业应着重提高交易安全以让消费者能够放心购买。网站设计者应花更多的心思在制度建设上，让消费者有个放心的保障平台。 关键词：

4、B2C；消费者信任；影响因素 中图分类号 ： F713 II Research on the influential factors of consumer trust in B2C environment Abstract: the rapid development and wide application of Internet, has promoted the online shopping greatly as a new consumption patterns, especially in the development of B2C business. However, th

5、e network transaction exists risks and uncertainties, consumers generally have trust issues when they are buying things on the internet, thus the lack of consumer trust has become the key factor restricting the further development of electronic commerce in china. Since trust is a very complex social

6、 and psychological phenomenon, the transaction can be carried out smoothly only when the mutual trust established. Therefore, the establishment of trust is very important in the electronic commerce environment. In this context, in order to build a well trust environment, establish good relationship

7、between merchants and consumers trust in e-commerce environment is a good way to promote the vigorous development of e-commerce. This paper focuses on the influence of consumer trust in e-commerce environment factors, formulate corresponding measures according to these factors, This paper first revi

8、ews the related literature at home and abroad on the analysis of factors affecting consumer trust, and then summarizes the trust, after analyzing the influencing factors of consumer trust of the necessity and feasibility. and then summed up the factors which influencing the consumers trust based on

9、previous theoretical research,at the same time established an analytical framework to analyze the trust of consumers on the influence factors of electronic commerce. we proposed 5 hypotheses on four aspects to explore the factors which influencing the consumers trust and how these factors influence

10、the attitude of consumers trust, and how they influence consumers purchase behavior. The four aspects are: the web site quality, reputation, transaction security and order fulfillment.After that we use SPSS software through questionnaires for data acquisition, data statistics, correlation analysis a

11、nd regression analysis on survey data, obtained the conclusions of empirical studies. The empirical analysis results show that: the transaction security is the main reason to restrict the trust of consumers in online shopping, the other three of the trust also has some positive effects. Due to the t

12、ransaction security problems, consumer attitudes are not very optimistic, especially in the face of high commodity, they would rather choose the regular entity shop, instead of online shopping, so the change of attitude caused a change in consumer behavior and then purchase intention change. The results of this paper suggest to the enterprise: the only way to make consumers accept the network shopping is to enhance consumer trust constantly, because trust helps to reduce consumer concerns, reduce consumer risk, promote the prosperity and development