【作者】 冯炜；

【导师】 宝贡敏；

【作者基本信息】 浙江大学 ， 企业管理， 2010， 博士

【摘要】 互联网所独具的高度互动性、便利性、透明性和个性化等优势,使得网络交易模式越来越受到商家和消费者的青睐。网络交易环境由于其虚拟性和匿名性等特征,使得信任在其中扮演着不可或缺的角色。当前,信任的缺失已经成为我国网络营销进一步发展的主要障碍之一。本研究以消费者的网络购物信任作为切入点,以普通大众消费者作为研究对象,探索影响消费者网络信任的具体因素。基于文献回顾并结合本国的文化和市场背景、提出研究假设和理论模型,采用问卷调研的方式获取研究数据。本研究以序次Logistic回归模型作为主要分析工具,运用CITC分析法、α系数法检验测量量表的信度与效度,运用联合显著性检验验证六大类变量的作用效果,运用平行回归假定检验验证了模型设定的合理性和科学性,以期探询我国市场环境下,影响消费者网络购物信任的具体因素及其影响机理。本研究主要基于以下几点展开：1.探索产品因素和厂商因素是否可作为两个独立的因素被纳入研究网络消费者购物信任的模型之中。本研究在模型设计中将产品因素设定为一个单独影响消费者网购信任的因素,分别包括了网购产品价格、网购售后服务、网购产品品质、网购产品价位和网购产品送递时间等五个维度。研究显示,网购产品价格、网购产品品质和网购产品送递时间都在1%的水平上显著,另外两个不显著。但五个子因素通过了联合显著性检验,其x2检验值为46.31,P值为0.0000。说明产品因素作为一个独立的影响因素,确实对消费者的网购信任产生了影响。同时,研究发现厂商因素对网络消费者信任的影响并不显著,说明消费者在决定是否进行网络购物时,商品的生产厂家的知名度和规模不会影响其信任。2.探索并总结了对消费者网络购物信任产生显著影响的具体因素。本研究发现,基本信任倾向、付款方式安全性、对销售方的等级评价、网购产品价格与传统交易之比、网购产品品质与传统交易之比、网购产品送递时间、第三方评估、消费者受教育程度、接触网络时间和网购经验这十个因素对消费者网络购物信任存在显著影响。3.研究各类影响因素对消费者网络购物信任的内在作用机理。本文在研究中发现,接触网络的年限长短对消费者的网购信任观的影响并不是线形的,接触网络的时间在2-8年之间的消费者相对于接触网络时间在2年以下的消费者对网购抱更为信任的态度,但接触网络时间在8年以上的消费者与接触时间在2年以下的消费者相比,他们对网购信任的态度并没有明显的区别。同时,本研究发现网站的声誉、网页设计的便利性对网络消费者的信任并没有显著影响,这与很多学者的研究结论不同。4.对比并分析了各类影响因素在大学生群体与其他消费者群体的网络购物信任中的不同作用。首先,本文发现在完全样本回归结果中,购物网站的付款方式的安全性在10%的水平上是显著的,但在大学生样本回归中,它在1 0%的水平上都是不显著的,这说明大学生对网购是否信任不受网站购物付款方式安全性的影响。其次,网购产品价格与传统交易之比在总体样本回归中,这一因素在1%的水平上显著,这说明对于一般人而言若网购产品价格比传统交易便宜,则会明显影响其信任。但是在大学生样本回归中,这一因素并不显著。最后,根据总体样本回归的结果,人们通过网络购买产品的价位并不是影响人们网购信任观的重要因素,而在大学生样本回归中,这一因素非常显著。5.在回归分析的基础上,本文分别做了总体和单个变量的趋势预测。本文在最终回归模型的基础上,利用概率预测的方法对研究结论作进一步的探讨,通过概率预测模型探讨每个显著自变量的变化所引致的消费者网购信任概率变化的趋势。上述研究中部分内容属于探索性研究,所获得的结论在某种程度上有助于丰富消费者信任理论、网络营销理论、和消费者行为理论,并对相关企业的营销管理实践具有一定的借鉴和指导意义。当然本研究也存在很多不足之处,有待后续研究的修正与完善。更多还原

【Abstract】 The high interactivity, convenience, transparency and personalization of the Internet make online trade more and more popular among sellers and consumers. Because of its virtual and anonymous qualities, trust plays an indispensable role in online trade environment. Today, the absence of trust has become one of the main obstacles to further development of online marketing in China.The research sets consumers’ trust in online shopping as the entry point and ordinary consumers as the object to explore the factors influencing consumers’ trust on the Internet. Based on literature review and including Chinese culture and market background, the author sets out the research hypothesis and theoretical model and gained the data for the research by questionnaire. The research used ordinal logistic regression model as the main analysis tool, employed CITC analysis method, used a coefficient method to verify and measure the trust limit and validity, combined significance to verify and validate the effects of the six major variables, and parallel regression assumption to verify and validate the reasonability and properness in order to find out the factors influencing consumers’ trust in online shopping in China’s market environment and its influencing mechanism. The research is carried out mainly based on the following points:1. The paper discusses if product factor and manufacturer factor can be included in the model researching online buyers’ trust as two independent factors. The model in the research sets product factor as an separate factor influencing the consumers’trust in online shopping, including five aspects, i.e., ratio of the product price in online shopping and conventional shopping, ratio of product quality in online shopping and conventional shopping, ratio of after-sales service in online shopping and conventional shopping and the price of items in online shopping and delivery time in online shopping. The research results have shown that ratio of the product price, ratio of product quality and the delivery time in online shopping are significant over 1%. The other two aspects are insignificant. However, y2 of the five sub-factors is 46.31 and P 0.0000 by combined significance verification, indicating that product factor, as an independent influencing factor, indeed imposes influence to consumers’ trust in their online shopping. Meanwhile, the research results have shown that manufacturer factor is insignificant to consumers’ trust in their online shopping, indicating that the visibility and scale of the manufacturer will not influence consumers’ trust when they decide if shop the product on the Internet. 2. The paper discusses and summarizes the factors significantly influence consumers’ trust in online shopping. The research results have shown that basic trust tendency, payment mode safety, ranking the seller, ratio of the product price in online shopping and conventional shopping, ratio of product quality in online shopping and conventional shopping, ratio of after-sales service in online shopping and conventional shopping, delivery time in online shopping, third-party assessment, the educational degree of the consumer, the time exposing to the Internet and online shopping experience impose significant influence on consumers’trust in online shopping.3. The paper discusses the intrinsic mechanism of various influencing factors influencing consumers’ trust in online shopping. During the research, the author has found out that the influence of the years exposing to the Internet to consumers’trust in online shopping is not linear. Consumers exposing to the Internet for 2 to 8 years trust online shopping more than that of consumers exposing to the Internet less than 2 years. However, the attitude of consumers exposing to the Internet more than 8 years has no significant different from that of consumers exposing to the Internet less than 2 years. Meanwhile, the research has found out that the reputation of the website and the convenience of webpage design have no significant influence to the trust of online shoppers, which is different from the research results of many scholars.4. The paper compares and analyzes the different effects of various influencing factors on the trust in online shopping in college student group and other consumer groups. Firstly, the author has found out that in the result of complete sample regression, payment mode security of the online shopping website is significant over 10%. However, it is insignificant over 10% in the sample regression of the college student group, indicating that if or not college students trust online shopping is not influenced by the payment mode security of online shopping. Secondly, in overall sample regression, the ratio of product price in online shopping and conventional shopping is significant over 1%, indicating that if the price of online shopping is lower than that in conventional shopping, the trust of most people will be influenced. However, it is insignificant in sample regression of college students. Finally, according to the result of overall sample regression, product price in online shopping is not an important factor influencing the trust of people in online shopping; however, it is very significant in sample regression of college students.5. On the basis of regression analysis, the author made overall trend prediction and individual variable trend prediction respectively. Based on the final regression model, the author discussed the research result with the method of probability prediction, i.e., discussing the trend of the change in trust probability of consumers in online shopping resulted from the change of each significant independent variable with the probability prediction model.Some of the contents in the above research are exploratory researches. The conclusion may enrich the consumer trust theory, online marketing theory and consumer behavior theory to some degree and will be helpful and instructive to the marketing practice of related businesses. Certainly, the research has many deficiencies that need to be rectified and optimized in the researches in the future.更多还原