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1、AbstractAbstractInrecentyears,withthegrowingpopularityoftheInternet,alargenumberofenterprisesespeciallysmallandmicroenterprisestochoosetheInternetasasaleschannel,B2Ce-commerceshowsastrongmomentumofdevelopmentinchina.However,duetotherulesandregulationsarenotperfect,theinformat
2、ionasymmetrybringsadverseselectionandmoralhazard,highlightingthefraud,paymentsecurityissues,problemssuchasdefectivegoods,seriouslyaffecttheconsumer'sshoppingexperience,onlineshoppingtrustcrisisgradually.Howtoenhanceconsumerconfidence,promoteconsumerconfidence,bothpartiesforme
3、dshoppingharmony,isakeyprobleminfrontofB2Ce-commercebusinesses.Onthebasisoftheoreticalanalysis,mechanismanalysisanddesignstrategyresearchparadigm,thisarticlebasedondefiningtheconnotationanddimensionoftrustandintroducesrelevanttheories,factorsaffectingconsumerconfidenceinrecog
4、nitionoftheB2Ce-commerceenvironment,analysisofthemechanismofthesefactorsontrust,andputsforwardsomestrategiestoenhanceconsumerconfidence.Thecomprehensiveanalysisoftheresults,themainconclusionsofthispaperareasfollows:(1)ThepracticeofthedevelopmentofChina'sB2Ce-commercebasedonth
5、ispaper,fromtheconsumer'sownfactors(trusttendency,experienceandknowledge),businessfactors(factors,factors,factorsofwebsiteoperatorsMarketing),thethreeaspectsofenvironmentalfactorsrevealvariousfactorsinfluencingconsumertrustdegree.(2)Thefactorextractionbusinessescancontrol,usi
6、ngthegametheoryandinformationeconomicstoanalyzethemechanism:oneisthefinancialintermediaryshop,andthirdpartycertificationtobalancetheresultsthroughthegame;twoistheenvironmentofelectroniccommerceisrelativelytransparentsothatbusinessesandconsumerswillenterthegamemodetoachievethe
7、equilibriumresults;thethreeisaseniormarketingmodelcanshowtheabilitytocostbusinesses,consumerstrusthastheabilitytocompletethetransactionofbusinessintegrity.(3)IntheB2Cplatformbusinesstoenhanceconsumerconfidenceforspecificstrategies:oneistochoosetherightshopintermediary,financi
8、alintermediaryandthethirdpartycertificationagencyaccordingtotheirown