消费者对cc网上店铺初始信任影响因素的研究论文

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1、哈尔滨工业大学管理学硕士学位论文AbstractWiththerapiddevelopmentofinternet,theonlineCtoCbusinesshasbecometheindispensablepartinourdailylife.ComparedwiththeBtoCmodel,CtoCconsumersneedtotakemorerisk.Itcanbesaid，trustisthekeytothesuccessofe-commerce.Foralongtime,mostresearchine-businessareconcentratedinB

2、toCarea.ButCtoCareawhichisdevelopingrapidlyandaccountedforthreequartersoftheonlineshoppingtransactionsstilllackattention.Atthesametime,studyofe-commercetrustaremostlybasedontheconsumers’experience.Ifaconsumerhasnoonlineshoppingexperience,experiencecannothimmakethefirstpurchasedecision

3、.BecauseChina’onlineshoppingpenetrationratehasbeenatarelativelylowlevelandthemajorityofInternetusershavenoonlineshoppingexperience,soresearchintheinitialtrustisveryurgent.Basedonthecharacteristicsofe-commerceandconclusionofthepastresearchrelatedtothetrustine-business,thispaper,summari

4、zestheimpactfactorsofCtoCconsumers’initialtrustinthefollowingthreeareas:websitequalityfactor,shopqualityfactor,aswellasservicequalityfactor,Atthesametime，theinitialtrustwillbedividedintocapacitytrustandgoodwilltrust.Onthisbasis,aresearchmodelisconstructedtoexploretheeffectsofthreefact

5、orsonthecapacitytrustandgoodwilltrust.Weanalyzedtwokindsofconsumersincludingpotentialconsumersandconsumerswhohavedoneshoppingonlinewhomwecalledexperiencedconsumers.Wehavestudieddifferentinfluencedfactorshowtoinfluencetheinitialtrustpeopledoonlineshopping.Atthesametimewehavecomparedwit

6、hthedifferencesbetweenthetwokindsofconsumers.Inthispaper,weappliedthemethodofcombinationoftheoryandempiricalstudy,notonlyexplainedthemodelreasonablefromtheviewoftheorybutalsodesignedquestionnaireformtogivesurveytopotentialconsumersandexperiencedconsumers.Throughstatisticsandanalysiswi

7、thspss16.0tothisdata,wegetthatthereisgreatdifferencebetweencpotentialconsumersandexperiencedconsumers.Atlast,basingonempiricalstudywegivesomeadvicetosellersonlinerespectively.Keywords：C2C;onlineshopping;initialtrust;influencefactorsII哈尔滨工业大学管理学硕士学位论文目录摘要...............................

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