本文選題：B2C電子商務(wù)　切入點：信任評價　出處：《北京化工大學(xué)》2012年碩士論文　論文類型：學(xué)位論文

【摘要】：全球化經(jīng)濟高速發(fā)展的今天，信息技術(shù)已經(jīng)越來越多的影響著當(dāng)下的生活方式。與此同時，具有明顯優(yōu)勢的電子商務(wù)，迅猛的出現(xiàn)在我們的日常生活中。當(dāng)B2C電子商務(wù)蓬勃發(fā)展之時，信任問題也繼而成了阻礙當(dāng)下和未來發(fā)展的重要障礙之一。 本文通過梳理和總結(jié)國內(nèi)外文獻，將理論基礎(chǔ)建立在技術(shù)接受模型之上，從商業(yè)因素和技術(shù)因素兩個方面整理歸納出影響B(tài)2C電子商務(wù)網(wǎng)站顧客信任的主要指標(biāo)，再將這兩方面的指標(biāo)進行細(xì)分，從企業(yè)特征，商業(yè)特征，服務(wù)特征，網(wǎng)站質(zhì)量和支付特征這幾方面進行考量，并劃分出能夠反映信任狀況的經(jīng)營決策指標(biāo)。通過訪談和問卷的形式對相關(guān)電子商務(wù)工作人員進行調(diào)研，運用SPSS軟件對調(diào)研的原始數(shù)據(jù)進行分析，對粗指標(biāo)進行驗證和剔除，建立了B2C電子商務(wù)網(wǎng)站顧客信任評價的指標(biāo)體系。 進而根據(jù)建立的指標(biāo)體系設(shè)計問卷，通過問卷的方式收集京東商城，夢芭莎和樂蜂網(wǎng)的信任數(shù)據(jù)，運用數(shù)據(jù)包絡(luò)分析的方法對京東商城，，夢芭莎和樂蜂網(wǎng)的信任效率進行評價，獲得綜合信任效率結(jié)果。對當(dāng)下三家電子商務(wù)網(wǎng)站進行信任評價總結(jié)，也對日后信任的投入產(chǎn)出方面做出相應(yīng)的建議。
[Abstract]:Today, with the rapid development of the global economy, information technology has more and more influence on the current way of life. At the same time, e-commerce, which has obvious advantages, When B2C e-commerce is booming, trust has become one of the important obstacles to the development of current and future. Through combing and summing up the domestic and foreign literature, the theoretical foundation is based on the technology acceptance model, and the main indexes that affect the customer trust of B2C e-commerce website are summarized from two aspects: commercial factor and technical factor. Then we subdivide the two indicators to consider the enterprise characteristics, business characteristics, service features, website quality and payment features. And the management decision index which can reflect the trust condition is divided. Through the form of interview and questionnaire, the related e-commerce staff are investigated, the raw data of the investigation are analyzed by SPSS software, and the rough index is verified and eliminated. The index system of customer trust evaluation for B2C e-commerce website is established. Then, according to the established index system, the questionnaire is designed, and the trust data of JingDong Mall, moonbasa and Lefeng are collected by means of questionnaires, and then we use the method of data Envelopment Analysis to collect the trust data from JingDong Mall, then use the method of data Envelopment Analysis. The trust efficiency of moonbasa and Lefeng is evaluated, and the result of comprehensive trust efficiency is obtained. The trust evaluation of the three current e-commerce websites is summarized, and the corresponding suggestions on the input-output of trust in the future are also made.
【學(xué)位授予單位】：北京化工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2012
【分類號】：F274;F724.6;F224

【引證文獻】

相關(guān)期刊論文 前1條

1 蔡夏芬;;B2C電子商務(wù)信任評價體系及其應(yīng)用分析[J];商;2013年04期

本文編號：1557029