本文選題：旅游電子商務網(wǎng)站　切入點：信任　出處：《華中師范大學》2012年碩士論文　論文類型：學位論文

【摘要】：隨著網(wǎng)絡購物市場的不斷發(fā)展和成熟,以及旅游市場的高速發(fā)展,都為旅游電子商務的發(fā)展提供了更多的契機。在電子商務的研究領域,信任研究從來都是學者們廣泛關注的一個方面,當前在該領域關于信任的研究主要都集中在C2C、B2C、B2B等主流的電子商務商業(yè)模式上,研究旅游電子商務網(wǎng)站信任問題的文獻很少。旅游電子商務市場的高速增長與目前旅游電子商務信任理論研究的缺乏形成強烈的對比,筆者正是基于這樣一個背景來研究旅游電子商務網(wǎng)站信任的影響因素研究。 信任是電子商務網(wǎng)絡購物的重要影響因素,而旅游電子商務網(wǎng)站作為電子商務網(wǎng)站一種,也同樣受信任影響。旅游電子商務網(wǎng)站購買者在網(wǎng)站上購買旅游產(chǎn)品時,由于購買的虛擬性,購買者并不會像在傳統(tǒng)的旅行社咨詢時面對面的進行交談購買,而是通過網(wǎng)絡通訊工具進行交談,進而進行網(wǎng)絡在線購買,,在網(wǎng)絡環(huán)境下,旅游電子商務網(wǎng)站充當了傳統(tǒng)旅游商務中經(jīng)銷商的角色,消費者會只能根據(jù)他所瀏覽的旅游電子商務網(wǎng)站的網(wǎng)站特征來判斷是否信任該網(wǎng)站,進而再決定是否信任該網(wǎng)站所提供的旅游產(chǎn)品,并在該網(wǎng)站上進行相關旅游產(chǎn)品的消費。所以,找出旅游電子商務網(wǎng)站信任的影響因素,并研究這些網(wǎng)站因素對信任和購買意向有什么影響,以及根據(jù)這些研究結論為旅游電子商務網(wǎng)站提供一定的理論指導和管理借鑒意義就顯得尤為重要,這也是本文的研究目的所在。 本文根據(jù)國內(nèi)旅游電子商務網(wǎng)站的實際情況,并對相關文獻進行梳理,以筆者的朋友、同學、同事等有著旅游網(wǎng)站購買經(jīng)驗的受眾作為調(diào)查對象,對202份有效問卷進行了描述性統(tǒng)計分析、信度分析、相關分析和回歸分析,對本研究提出的各項假設進行了驗證,得出了相關結論。接著針對本研究的結果進行解釋,并提供管理借鑒意義,最后指出了本研究的局限性以及未來研究方向。
[Abstract]:With the continuous development and maturity of the online shopping market and the rapid development of the tourism market, it provides more opportunities for the development of tourism e-commerce. Trust research has always been a widespread concern of scholars. At present, the research on trust in this field is mainly focused on the mainstream e-commerce business model, such as C2CU B2CU B2B and so on. There is very little literature on the trust of tourism e-commerce websites. The rapid growth of tourism e-commerce market is in contrast to the lack of research on trust theory of tourism e-commerce. Based on this background, the author studies the influencing factors of tourism e-commerce website trust. Trust is an important factor in e-commerce online shopping. As an e-commerce website, tourism e-commerce website is also affected by trust. Because of the fictitious nature of the purchase, buyers will not talk face to face as in the traditional travel agency consultation, but will talk through the network communication tools, and then make online purchase, in the network environment, Tourism e-commerce websites act as dealers in traditional tourism business, and consumers can only judge whether they trust the tourism e-commerce websites they visit according to their website characteristics. And then decide whether to trust the tourism products provided by the website and consume the related tourism products on the website. Therefore, find out the factors that affect the trust of the tourism e-commerce website. It is particularly important to study the influence of these website factors on trust and purchase intention, and to provide some theoretical guidance and management reference for tourism e-commerce websites according to these conclusions. This is also the purpose of this paper. In this paper, according to the actual situation of domestic tourism e-commerce websites, and combing the relevant documents, the author's friends, classmates, colleagues and other audiences who have experience in purchasing tourism websites as the survey object. 202 valid questionnaires were analyzed by descriptive statistical analysis, reliability analysis, correlation analysis and regression analysis. Finally, the limitations of this study and the future research direction are pointed out.
【學位授予單位】：華中師范大學
【學位級別】：碩士
【學位授予年份】：2012
【分類號】：F724.6;F592;F224

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本文編號：1585175