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在网上信任的通用概念模型的基础上,提出了网络团购中消费者信任影响因素的理论模型,通过问卷调查法获得研究数据,并利用SPSS软件分析其信度和效度,在其基础上采用结构方程模型进行验证分析。通过实证研究得出如下结论:消费者个人信任倾向、网站声誉、法律技术环境、交易安全性、商品售后服务对信任有显著的正向影响;感知风险对信任有显著的负向影响;网站功能性又直接对消费者团购意愿有显著正向影响。
On the basis of the universal conceptual model of online trust, a theoretical model of the influencing factors of consumer trust in online group buying is proposed. The research data are obtained through questionnaire survey, and the reliability and validity are analyzed by using SPSS software. Based on this, Structural equation model for verification analysis. The conclusions drawn from the empirical research are as follows: consumers’ personal trust tendency, website reputation, legal and technical environment, transaction security and product after-sales service have a significant positive impact on trust; perceived risk has a significant negative impact on trust; Sex and consumer groups have a significant positive impact on the willingness to buy.