摘要
消费者对企业的信任不足是我国电子商务发展的一个重要障碍。本文以认知发生理论、自我知觉理论和技术接受模型为基础,结合我国社会信任建立特点,提出了消费者对电子商务企业信任维持过程中体验的作用机制概念模型及研究假设。现场收集调查数据,并通过结构方程模型检验模型及假设。结果表明,信息搜索满意度与网络购物满意度均通过感知的企业网站的易用性、安全性和有用性影响消费者对电子商务企业的信任。这反映了体验的满意度在消费者维持对电子商务企业的信任过程中具有积极意义,企业可以藉改善体验的满意度来维持消费者对本企业的信任。
Lack of trust is identified repeatedly as one of the most formidable barriers discouraging consumers from engaging in e-commerce, and it is also a most important obstacle cited preventing the development of e-commerce in China. Compared with trust building effort, maintaining consumer trust also presents another challenge for online enterprises. This paper is trying to explore the impacts of experience on consumer trust toward e-commerce en- terprises. The dimensions of consumer experience in e-commerce is classified as information searching and net shopping firstly, then a research model is presented to examine the role of experience played in maintaining consumers＇ trust toward online enterprise, which is based on theory of cognitive, self-perception and technology acceptance model, and it is also a combination of the characteristics of social trust in china. The research model is statistically tested. Data are gathered through a survey at an online bookstore＇s website, and structural equation modeling is employed to assess the proposed research model and hypotheses empirically. The results show that the two dimensions of satisfaction of consumer experience, satisfaction of information searching and satisfaction of net shopping really have an effect on consumer trust toward online enterprises, while perceived usefulness, perceived ease of use and perceived security of the website moderates the impact. Satisfaction of information searching and satisfaction of net shopping positively influence perceived usefulness, perceived ease of use and perceived security of the website; Perceived usefulness, perceived ease of use and perceived security of the website positively affect consumer trust toward online enterprises; perceived ease of use and perceived security of the website positively affect perceived usefulness of the website. This means experiences have positive significance in keeping customers＇ trust in online enterprises, and the online enterprises should polish up the satisfaction of customer experienc
出处
《南开管理评论》
CSSCI
北大核心
2010年第1期99-107,共9页
Nankai Business Review
基金
中国博士后科学基金(20080431240)资助
关键词
电子商务企业
体验
消费者信任
结构方程模型
E-commerce Enterprises
Experience
Customer Trust
Structural Equation Modeling
