文档介绍：华中科技大学硕士学位论文
摘要
最近几年,互联网的不断普及,网民数量迅速膨胀,中国 B2C 电子商务呈现出
强劲的发展势头。然而到目前为止,B2C 电子商务与网下交易相比,销售额仍十分
有限。造成消费者不愿意在网上购物的主要原因之一,就是缺乏对电子商务环境和
商家的信任。如何建立和维持消费者的信任,对目前“百家争鸣”的中国 B2C 商家
而言,有着重大的意义。
在广泛阅读研究文献的基础上,从多领域、多维度的视角回顾了信任的定义,总
结了三类影响消费者信任的因素:个人相关、环境相关和商家相关的因素。选择了
商家相关的网站设计因素作为研究内容,探讨网站设计因素对于消费者信任的影响
程度,而且这一类影响信任的因素是商家唯一能掌控的。在文献综述的基础上,归
纳提出了两类可能影响信任的站点设计因素:第一类是网站安全,包括交易安全,
隐私保护和第三方保障;第二类是网站服务,包括信息质量、个性推荐、导航易用
和交互性。根据初始的理论模型,设计了相应的调查问卷,从校园和网络发放问卷
收集数据。通过因子分析和结构方程模型的路径分析,得出消费者的信任受 4 个站
点设计因素的直接影响:隐私保护、第三方保障、信息质量、交互性,另外导航易
用对消费者的信任有间接影响。最后指出的本次研究的缺陷,以及未来研究的改进。

关键词:信任电子商务站点设计因素网站安全网站服务
I
华中科技大学硕士学位论文
Abstract
With the widespread of in recent years, the amount of users increase
rapidly and B2C merce in China appears to have strong development tendency.
However, the online sales volume of B2C in China is very limited now, comparing with
that off-line. One of the primary reasons for consumers unwilling to shopping online is
lack of trust both in circumstances and online vendors. How to build and maintain the
consumers’ trust will be significant for vendors in China who have been involved in cruel
competition in B2C markets.
Based on the theme related documentation, this paper reviews the definition of trust
from multiple-subject aspect and multi-perspective, and then summarizes the factors
influencing consumer’s trust into three categories, including individual-related,
environment-related and vendors-related factors. We select the website design factors of
vendors-related as main research object, for such factor is the only one that vendors can
control in merce. Also on the basis of the documentation, I sum up the factors
which may have impact on consumers’ trust and group them into two parts: website
security related and website service related. The first part, website security includes
Transaction Security, Privacy Protection and Third-Party Authorization, and the second
part consists of Information Quality, Consum