本文旨在填補網(wǎng)絡(luò)購物中對信任的前因后果研究的空白。文獻揭示,在網(wǎng)絡(luò)購物的情境中應(yīng)該關(guān)注信任的維度。研究人員（Mcknight et al.,2002）提出了仁慈,能力和誠信作為在線視角的信任維度。過去的研究只有很少的文獻探究了消費者在網(wǎng)絡(luò)環(huán)境中的信任關(guān)系。企業(yè)特征進一步用感知可信度和感知聲譽來衡量,而個人價值觀則用施瓦茨四個高階值觀察到。這些價值觀是對變革,保護,自我提升和自我超越的開放性。本研究的獨特之處在于研究了作為消費者信任的先決條件的企業(yè)和個人特征。此外,忠誠度從兩個維度來觀察,即態(tài)度和行為忠誠度。忠誠度和顧客公民行為是消費者信任的結(jié)果。顧客的積極情緒是調(diào)節(jié)變量。本文數(shù)據(jù)來源中國北京。其中受訪者經(jīng)常使用在線旅游的應(yīng)用和網(wǎng)站（“12306”和“馬蜂窩旅游”）。實際回收問卷共448份。初始數(shù)據(jù)錄入在SPSS中完成,并完成了所有描述性分析和部分的初步分析。通過結(jié)構(gòu)方程模型（SEM）對假設(shè)進行了檢驗。模型擬合前完成了信度分析（標(biāo)準(zhǔn)化、非標(biāo)準(zhǔn)化、復(fù)合分析）和效度分析（構(gòu)造、收斂和判別分析）。本研究的大多數(shù)假設(shè)都成立。在獨立模型中,對少數(shù)否定的假設(shè)可以被接受。幾個被拒絕的假設(shè)屬于兩個單獨的... 

【文章來源】：對外經(jīng)濟貿(mào)易大學(xué)北京市 211工程院校 教育部直屬院校

【文章頁數(shù)】：272 頁

【學(xué)位級別】：博士

【文章目錄】：
摘要
Abstract
1.Introduction
    1.1.Online Consumers in China
    1.2.Research Gap
    1.3.Research Questions
    1.4.Research Objectives
    1.5.Introduction of variables
        1.5.1.Firm Characteristics
        1.5.2.Schwartz Human Values
        1.5.3.Trust
        1.5.4.Loyalty
        1.5.5.Customer Citizenship Behavior
        1.5.6.Customer Emotions
    1.6.Contribution of the study
    1.7.Chapter-wise Introduction
2.Literature Review
    2.1.Introduction
    2.2.Source Perceived Credibility
    2.3.Perceived Corporate reputation
    2.4.Schwartz Human Values
        2.4.1.Significance of Schwartz values
        2.4.2.Openness to Change
        2.4.3.Conservation
        2.4.4.Self-enhancement
        2.4.5.Self-transcendence
    2.5.Trust
        2.5.1.Basic Concept
        2.5.2.General/operational definition of Trust
        2.5.3.Dimensions of trust
    2.6.Loyalty
    2.7.Customer Citizenship Behavior
    2.6.Customer Emotions
3.Hypotheses Construction
    3.1.Source credibility and Trust
    3.2.Corporate Reputation and Trust
    3.3.Cultural values and trust
        3.3.1.Impact of Conservation and Openness to Change on trust
        3.3.2.Impact of Self-enhancement and Self-transcendence on trust
    3.4.Impact of trust on Loyalty
    3.5.Impact of trust on Customer citizenship behavior
    3.6.Positive Emotion as moderator
4.Methodology
    4.1.Introduction
    4.2.Research Design
    4.3.Sampling Technique（s）
    4.4.Mediums of Data Collection
    4.5.Data Collection Tools
    4.6.Instrument Refinement
    4.7.Measurements of the study
    4.8.Statistical methodology
5.Results and Findings
    5.1.Introduction
    5.2.Respondent Demographic
        5.2.1.Age of the respondent
        5.2.2.Gender of the respondents
        5.2.3.Occupation
        5.2.4.Education
    5.3.Preliminary Analyses
        5.3.1.Normality Test
        5.3.2.Reliability
        5.3.3.Validity
    5.4.Measurement Model
    5.5.Common Method Variance
    5.6.Hypotheses Testing
        5.6.1.Moderation Analysis
6.Discussion and Research Implications
    6.1.Introduction
    6.2.Discussion
        Overall observation for firm level characteristics and consumer trust
        Overall observation for Schwartz values and consumer trust
        Overall observation for consumer trust and loyalty
        6.2.1.Moderation Analyses
    6.3.Theoretical contribution
    6.4.Practical contribution
        6.4.1.Building credibility
        6.4.2.Focus on reputation
        6.4.3.Cultural values
        6.4.4.Consumer Trust
        6.4.5.Customer Retention
7.Conclusion
    7.1.Introduction
    7.2.Conclusion
REFERENCES
Appendix-A
Appendix-B
Appendix-C
Acknowledgement
作者簡介



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