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本文基于淘宝网数据,研究了网上交易中的主要信任影响因素对高校学生和职员两个消费者群体的购物行为的影响,旨在为C2C平台提供商和C2C卖家提供一定的参考。问卷调查结果表明:消费者的气质性信任、卖家的消费者保障和信用评价是主要信任影响因素,商盟对信任无影响。气质性信任对高校学生购物行为的影响最大,其次是信用评价;消费者保障对职员的影响最大,其次是信用评价和气质性信任。
Based on the data of Taobao, this paper studies the influence of the main factors of trust in online transactions on the shopping behavior of the two consumer groups of college students and staffs, and provides some reference for C2C platform providers and C2C sellers. The results of the questionnaire survey show that: consumers’ temperamental trust, seller’s consumer protection and credit rating are the main factors affecting trust, and business alliance has no impact on trust. The discernible trust has the greatest influence on the university students shopping behavior, followed by the credit evaluation; the consumer protection has the most influence on the staff, followed by the credit evaluation and the discerning trust.