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当前,信任已成为电子商务研究领域的重要议题。本文建立在网络购物信任的基础上,探究影响消费者信任问题的网站层面因素,同时引入产品类别作为调节变量来构建理论模型。研究结论表明:网站特性四个维度均对消费者信任存在显著的正向影响;产品类别在网站特性对消费者信任的影响中存在着部分调节效应。因此,企业可以通过更合理地加强网站建设使消费者信任得到显著的提高,同时针对不同类别的产品采取不同的营销策略来吸引更多的消费者。
At present, trust has become an important issue in the field of e-commerce research. Based on the online shopping trust, this article explores the website-level factors that affect consumer trust and introduces the product category as a regulatory variable to build a theoretical model. The conclusion of the research shows that: all the four dimensions of website characteristics have a significant positive impact on consumer trust; product category has some regulatory effects on the influence of website characteristics on consumer trust. Therefore, enterprises can significantly enhance consumer trust through a more rational website construction, and adopt different marketing strategies for different categories of products to attract more consumers.