基于消費(fèi)者感知的網(wǎng)絡(luò)交易信任機(jī)制研究.pdf

1、浙江大學(xué)碩士學(xué)位論文基于消費(fèi)者感知的網(wǎng)絡(luò)交易信任機(jī)制研究姓名：王沁申請(qǐng)學(xué)位級(jí)別：碩士專業(yè)：管理科學(xué)與工程指導(dǎo)教師：馬慶國(guó)20051101浙江大學(xué)碩士學(xué)位論文基于消費(fèi)者感知的阿絡(luò)交易信任機(jī)制研究AbstractWiththerapiddevelopmentoftheInternettechnologyinChina，EBusinesshasgotthroughandachievedHoweverChineseconsumersarefac

2、ingthe‘‘TrustCrisis’’atthesametimeAstheInternetoverMl一trustplaysanimportantroleinconsumers’buyingdecision，thelossoftrustintheonlinemarketremainsthemainobstacletoprogessThedissertationisbasedontheperceptionoftheconsumers，

3、andfocusesonthestructureofoverall—trustanditsfactorsOnthebasiSofreferringrelatedliteraturesandexpertinterviewsthedissertationadoptstwo—dimensionsoftheoverall—trustFromtheconsumer’Sperception，thedissertationdesignedthemod

4、elofoveralltrustfactorsTheSCaleofoveralltrustfactorsbased—onconsumer’SperceptionwassystematicallynormativelystructuredTheninthewebsitesofB2B&B2C，throughsurveyingquestionnairesacquiringdataandstatisticalanalysis，thedisser

5、tationdrawsmainlythefollowingconclusions：(1)Consmner’Spropensitytotrust，shoppingpreference，previousE—shoppingexperience，theperceptionofthecharactersofthewebsitesandtheperceptionofthecharactersoftheE—sellersarethedetermin

6、ingfactorstooveralltrust(2)Consumer’SfamilaritytotheIntemet，propensitytotrust，shoppingpreference，previousE—shoppingexperience，theperceptionofthecharactersofthewebsitesandtheperceptionofthecharactersoftheE—sellersarethede

7、terminingfactorstothetwodimensionsofoveralltrust(3)Accordingtotheconsumer’SperceptiontowardstheE—Business，tosplitInternetoveralltrustintotwodimensionswhichareCredibilityandBenevolenceThestructureiSappropriatetotheChinese