如今,企業(yè)家越來越多地在社交平臺上競爭,以吸引消費者的對自己品牌的關(guān)注。社交網(wǎng)絡(luò)平臺的爆炸性發(fā)展引發(fā)一種新的電子商務(wù)模式的出現(xiàn),它主要被稱為社交商務(wù)。信任在許多交易中起著舉足輕重的作用。本研究的目的是評估社交商務(wù)結(jié)構(gòu)對社交商業(yè)網(wǎng)站消費者信任程度的影響,以及由此產(chǎn)生的對電子商務(wù)網(wǎng)站的信任如何影響其信任性能。本論文的調(diào)查問卷研究了 400個電子商務(wù)網(wǎng)站用戶的樣本,用于收集數(shù)據(jù)。數(shù)據(jù)分析使用塔塔、阿莫斯、SPSS和Excel描述統(tǒng)計和推斷統(tǒng)計,采用結(jié)構(gòu)方程模型(SEM)對變量之間的關(guān)系進行了評估、指定和估計,從而對假設(shè)進行了檢驗。本研究對電子商務(wù)網(wǎng)站中“信任”的中介作用進行了研究,并對其發(fā)展的結(jié)構(gòu)模型進行了測試。測試結(jié)果表明:電子商務(wù)結(jié)構(gòu)與信任的口碑關(guān)系具有顯著的相關(guān)性,包括規(guī)模(p<0.001)、交易安全性(p<0.001)、信息質(zhì)量(p=.002)、經(jīng)濟可行性(p=.004)和聲譽(p=.037)。另一方面,以信任為中介的電子商務(wù)結(jié)構(gòu)與購買意向有顯著的相關(guān)關(guān)系,包括交易安全(p 0.001)、經(jīng)濟可行性(p 0.001)、信息質(zhì)量(p=013)、信任(p0.001)和口碑推薦...

【文章頁數(shù)】：170 頁

【學(xué)位級別】：博士

【文章目錄】：
Abstract 摘要 Chapter 1: Introduction
1.1 Introduction to Chapter
1.2 Study Background
1.3 Rationale
1.4 Aim
1.5 Objectives
1.6 Research Questions
1.7 Research Purpose
1.8 Significance of Research
1.9 Study Contributions
1.10 Study Drawbacks
1.11 Research Methodology
1.12 Organization ofT thesis
1.13 Summary of Chapter 1 Chapter 2: Literature Review
2.1 Introduction
2.2 Internet and electronic commerce
    2.2.1 Overview of Electronic Commerce
    2.2.2 Social Media
2.3 Definitions of Social Commerce
    2.3.1 On-site and Off-site Social Commerce
    2.3.2 Social Commerce Global Market
2.4 Vender Uncertainties in Social Commerce
2.5 Trusts in Social Commerce Firms
    2.5.1 Factors Impacting Social Commerce Acceptance
2.6 Trust Definitions
    2.6.1 Trust Dimensions
2.7 Empirical Studies on Trust
2.8 Theories Related to Trust
2.9 Trust Performance
    2.9.1 WOM Intention
    2.9.2 Purchase Intention
2.10 Gaps in Literature
2.11 Summary Chapter 3: Research Model and Hypothesis
3.1 Research Model
3.2 Hypothesis Development Chapter 4: Research Methodology
4.1 Chapter Introduction
4.2 Research Design
4.3 Research Philosophy
4.4 Research Approach
4.5 Research Strategy
4.6 Target Population
4.7 Study Sample
    4.7.1 Inclusion criteria
    4.7.2 Sample Size
    4.7.3 Sample Size Determination
    4.7.4 Sampling
4.8 Data Collection
    4.8.1 Research Process
    4.8.2 Questionnaire Design
    4.8.3 Definition of Variables
    4.8.4 Measurement of Variables
4.9 Data Analysis
4.10 Validity and Reliability
4.11 Pretesting Questionnaire
4.12 Chapter Summary Chapter 5: Results and Analysis
5.1 Introduction to Chapter
5.2 S-commerce Usage Behavior
5.3 Measurement Model
5.4 Structural Model Chapter 6: Discussion
6.1 Introduction to Chapter
6.2 Summary of Results
6.3 Discussion Chapter 7: Conclusion & Recommendations
7.1 Introduction
7.2 Conclusion
7.3 Recommendations
7.4 Implications for Visionary Entrepreneurship
7.5 Managerial Implication
7.6 Theoretical Implication
7.7 Limitations of the Study
7.8 Recommendations for Future studies
7.9 Summary of Chapter Reference Appendix 1: Questionnaire



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