【摘要】：隨著經(jīng)濟(jì)環(huán)境的不斷改善,快速發(fā)展的中小企業(yè)成為了我國國民經(jīng)濟(jì)的重要力量,而電子商務(wù)的興起為我國中小企業(yè)發(fā)展提供了新的契機(jī)。在B2C平臺上作為第三方企業(yè)的中小企業(yè),由于自身品牌知名度、營銷管理能力和資金實(shí)力等方面不足,容易產(chǎn)生消費(fèi)者網(wǎng)上信任度低的現(xiàn)象。而網(wǎng)上信任是消費(fèi)者在網(wǎng)絡(luò)購買決策時(shí)的一個(gè)重要影響要素。消費(fèi)者對在網(wǎng)絡(luò)平臺上中小企業(yè)的信任問題成為中小企業(yè)平臺入駐前需要解決的一個(gè)基礎(chǔ)性問題。B2C平臺上第三方企業(yè)的信任問題研究對于當(dāng)前我國中小企業(yè)的發(fā)展具有重要的意義�；谌后w實(shí)體性及TAM理論,本文構(gòu)建了一個(gè)B2C平臺上的信任轉(zhuǎn)移模型,研究了消費(fèi)者對平臺企業(yè)信任到對第三方企業(yè)信任的轉(zhuǎn)移過程,以及消費(fèi)者感知平臺企業(yè)與第三方企業(yè)相似性對其第三方企業(yè)信任的影響。通過收集317份有效問卷,采用因子分析法、結(jié)構(gòu)方程模型分析法等方法,運(yùn)用SPSS19.0軟件、AMOS17.0軟件以及PRODCLIN2軟件進(jìn)行數(shù)據(jù)分析和假設(shè)檢驗(yàn)。結(jié)果發(fā)現(xiàn),(1)消費(fèi)者對平臺企業(yè)的信任可以轉(zhuǎn)移到第三方企業(yè)上,并且感知第三方企業(yè)購物有用性和感知第三方企業(yè)購物易用性在此過程中起中介作用;(2)消費(fèi)者感知第三方企業(yè)和平臺企業(yè)相似性對其第三方企業(yè)的初始信任有正向影響;(3)第三方企業(yè)消費(fèi)者初始信任與消費(fèi)者第三方產(chǎn)品購買意愿正相關(guān)。依據(jù)研究結(jié)果給出中小企業(yè)在平臺選擇決策時(shí)的策略建議,以更有效地構(gòu)建網(wǎng)上消費(fèi)者的信任。另外,本文還進(jìn)一步探討了未來關(guān)于選取其他同類型的網(wǎng)站平臺進(jìn)行驗(yàn)證本文結(jié)果和研究當(dāng)產(chǎn)品類別等存在差異時(shí)是否有影響等研究內(nèi)容和研究方向。
[Abstract]:With the continuous improvement of the economic environment, the rapid development of small and medium-sized enterprises has become an important force in the national economy, and the rise of electronic commerce provides a new opportunity for the development of small and medium-sized enterprises in China. As a third party enterprise on B2C platform, the small and medium-sized enterprises, because of their own brand awareness, marketing management ability and financial strength and other aspects are insufficient, easy to produce consumer online trust low phenomenon. And online trust is an important factor of consumers' decision-making. Consumer trust in SMEs on the network platform has become a basic problem to be solved before the SMEs platform. Research on the Trust problem of third Party Enterprises on B2C platform for the current SMEs in China Development is of great significance. Based on group entity and TAM theory, this paper constructs a trust transfer model based on B2C platform, and studies the transfer process from consumer trust to third party enterprise. And the influence of the similarity between the consumer perception platform enterprise and the third party enterprise on the trust of the third party enterprise. By collecting 317 valid questionnaires, using factor analysis method and structural equation model analysis method, using SPSS19.0 software, AMOS17.0 software and PRODCLIN2 software for data analysis and hypothesis testing. The results show that (1) consumers' trust in platform enterprises can be transferred to third-party enterprises, and perception of third-party enterprise shopping usefulness and perceived third-party enterprise shopping ease of use play an intermediary role in this process; (2) consumers' perception of the similarity between third-party enterprises and platform firms has a positive impact on the initial trust of third-party enterprises, and (3) the initial trust of third-party enterprises is positively correlated with consumers' willingness to buy third party products. According to the research results, the paper gives the strategic suggestions of medium and small enterprises in platform selection, so as to build the trust of online consumers more effectively. In addition, this paper further discusses the future research content and research direction of selecting other similar website platforms to verify the results of this paper and to study whether there is influence when there are differences in product categories and so on.
【學(xué)位授予單位】：華僑大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F724.6;F276.3

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本文編號：2378014