本文選題：初始信任 + 第三方電子商務(wù)網(wǎng)站��； 參考：《杭州電子科技大學(xué)》2014年碩士論文

【摘要】：作為企業(yè)開展電子商務(wù)形式的一種，第三方電子商務(wù)網(wǎng)站由于其專業(yè)性、低成本、第三方等特點，能幫助廣大中小企業(yè)在降低電子商務(wù)運營成本和風(fēng)險的同時，提高經(jīng)濟(jì)效益。而“信任”是電子商務(wù)發(fā)展的根基，也是被電子商務(wù)領(lǐng)域?qū)＜覍W(xué)者研究最多的話題之一�！俺跏夹湃巍弊鳛椤靶湃巍边^程中的一個重要階段，是研究“信任”問題的一個主要突破口。前人在電子商務(wù)信任領(lǐng)域的研究主體多為消費者和電子商務(wù)企業(yè)或者電子商務(wù)網(wǎng)站中的企業(yè)，且研究較為籠統(tǒng)，很少有針對電子商務(wù)的不同形式進(jìn)行針對性的研究。作為第三方電子商務(wù)網(wǎng)站的主要參與主體——廣大的中小企業(yè)，如何獲取他們對網(wǎng)站的信任，積極參與到網(wǎng)站的建設(shè)中來，這些問題的解決將有效促進(jìn)第三方電子商務(wù)網(wǎng)站的蓬勃發(fā)展。 本文研究的主要目的是探索中小企業(yè)對第三方電子商務(wù)網(wǎng)站初始信任的影響因素以及這些因素之間的相互影響關(guān)系。并在此基礎(chǔ)上，從網(wǎng)站和政府兩個層面給出相應(yīng)的建議。由于浙江省中小企業(yè)廣而多，，并且電子商務(wù)發(fā)展迅速，調(diào)研樣本基本為浙江省內(nèi)的中小企業(yè)。 本文從研究理論、研究內(nèi)容和研究方法三個角度對國內(nèi)外現(xiàn)有電子商務(wù)信任模型、影響因素和假設(shè)進(jìn)行系統(tǒng)的梳理。通過對已有的電子商務(wù)信任特別是初始信任的影響因素的歸納總結(jié)，為本文的第三方電子商務(wù)網(wǎng)站初始信任影響因素模型的提出奠定了基礎(chǔ)。通過問卷調(diào)研獲得數(shù)據(jù)，根據(jù)文章需要篩選出暫未加入第三方電子商務(wù)網(wǎng)站和對其認(rèn)知不清的企業(yè)樣本，利用統(tǒng)計軟件SPSS和結(jié)構(gòu)方程軟件AMOS對數(shù)據(jù)進(jìn)行了處理和分析，運用結(jié)構(gòu)方程模型對模型和相關(guān)假設(shè)進(jìn)行了檢驗，并對模型進(jìn)行了修正，最終得到以下結(jié)論： （1）中小企業(yè)對第三方電子商務(wù)網(wǎng)站的“價值感知”方面的“感知的有用性”和“感知的易用性”兩個因素均正向影響其對網(wǎng)站的“初始信任”； （2）中小企業(yè)對第三方電子商務(wù)網(wǎng)站的“風(fēng)險感知”方面的“金融安全感知”和“網(wǎng)站規(guī)模和聲譽(yù)感知”兩個因素均正向影響其對網(wǎng)站的“初始信任”，而“制度的感知”這一因素與“初始信任”間關(guān)系假設(shè)未得到驗證； （3）中小企業(yè)“自身實力”方面的“規(guī)�！币蛩刎�(fù)向影響，“信息技術(shù)能力”因素正向影響其對第三方電子商務(wù)網(wǎng)站的“初始信任”，而“盈利能力”因素由于變量未通過信度和效度檢驗，需要進(jìn)一步研究； （4）中小企業(yè)所在行業(yè)的“電子商務(wù)適應(yīng)性”方面的兩個因素均正向影響其對第三方電子商務(wù)網(wǎng)站的“初始信任”； （5）“外部利益相關(guān)者電子商務(wù)采納程度”影響“價值感知”和“風(fēng)險感知”中的因素； （6）中小企業(yè)“信任傾向”正向影響其對第三方電子商務(wù)網(wǎng)站的“初始信任”。
[Abstract]:As a form of e-commerce, third-party e-commerce websites, due to their professional, low-cost, third-party characteristics, can help small and medium-sized enterprises to reduce the operating costs and risks of e-commerce, while improving economic benefits. Trust is the foundation of the development of e-commerce and one of the most studied topics by experts and scholars in the field of e-commerce. As an important stage in the process of "trust", "initial trust" is a main breakthrough in the study of "trust". The former research subjects in the field of e-commerce trust are mostly consumers and e-commerce enterprises or enterprises in e-commerce websites, and the research is relatively general, and there are few targeted research on different forms of e-commerce. As the main participant of third-party e-commerce websites-the vast number of small and medium-sized enterprises, how to gain their trust in the website and actively participate in the construction of the site, The solution of these problems will effectively promote the vigorous development of third-party e-commerce websites. The main purpose of this study is to explore the influence factors of SMEs' initial trust in third-party e-commerce websites and the interrelation between these factors. And on this basis, from the website and the government level to give the corresponding recommendations. Due to the wide range of small and medium-sized enterprises in Zhejiang Province and the rapid development of electronic commerce, the survey sample is basically small and medium-sized enterprises in Zhejiang province. This paper systematically combs the existing trust models, influencing factors and hypotheses of electronic commerce at home and abroad from the perspectives of research theory, research contents and research methods. By summing up the factors that affect the trust of e-commerce, especially the initial trust, this paper lays a foundation for the establishment of the model of the influence factors of the initial trust of the third-party e-commerce website. According to the need of the paper, the data are obtained through questionnaire investigation, and the enterprise samples which are not joined by the third party e-commerce website and whose cognition is not clear are screened out, and the data are processed and analyzed by the statistical software SPSS and the structure equation software AMOS. The structural equation model is used to test the model and related hypotheses, and the model is modified. Finally, the following conclusions are obtained: (1) the "perceived usefulness" and "perceived ease of use" of the "value perception" of the third party e-commerce websites by small and medium-sized enterprises have a positive impact on their "initial trust" to the website; (2) the "financial security perception" and "site size and reputation perception" of the "risk perception" of third-party e-commerce websites by small and medium-sized enterprises have a positive impact on their "initial trust" to the website. However, the relationship between "perception of institution" and "initial trust" has not been verified. (3) the "scale" factor in the "own strength" of small and medium-sized enterprises has a negative impact on the "information technology capability" factor, while the "initial trust" in the third-party e-commerce website is positively affected by the "information technology capability" factor. However, the factor of "profitability" needs further study because the variables do not pass the reliability and validity tests. (4) the two factors of "E-commerce adaptability" in the industry in which small and medium-sized enterprises are located have a positive effect on their "initial trust" to third-party e-commerce websites; (5) the factors in "value perception" and "risk perception" are affected by the degree of adoption of e-commerce among external stakeholders; Small and medium-sized enterprises'"trust tendency" positively affects their "initial trust" to third-party e-commerce websites.
【學(xué)位授予單位】：杭州電子科技大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F276.3;F724.6;F224

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