企业声誉在电子商务消费者信任建立过程的作用机制.pdfVIP

2008 年 5 月 数理统计与管理 May 2008 第 27 卷第3 期 Applicatíon of Statistics and Management Vo 1. 27 No.3 文慧编号I 1002… 1566(2008)03-0480 -07 企业声誉在电子商务消费者信任 建立过程的作用机制 姚公安1 罩JE2 (1 荫安交通大学经济与金融学院，西安 710061j 2 上海财经大学信息管理与工程学院，上海 200433) 摘要，卢誉是企业的一项重妥凡形资产，能够增进企业对消费者的吸引111. 本文从消费者视野探 索企业卢誉在电子商务消费者信任建立过程的作用机制.将感知的安全性引入技术接受模型，建 立丁理论模型1t假设，并应用结构方程模型分析软件进行丁检验.结果农明，企业卢誉通过消费 者感知的安全性、有用性和易用性正向影响消费者信任，消费者感知的安全性、易用性也通过感 知的有用性影响消费者信任. 关键词s 企业卢布h 电子商务;消费者信任;技术接受模型:作用机制 中国分类号I F270j 0212 文献标识码.A Operation Mechanism of Company Reputation in Consumer Trust Establishment in BtoC Electronic Commerce YAO Gong-an 1 QIN Zheng2 (1 School of Economics 帆d Finance，泪an Jia.otong University, Xían 710061 , Chinaj 2 School of Information Management and Engineering , Shanghai University of Finance and Economics , Shanghai 200433 , China) Abstract: The reputation is an enterprises important intangible asset，皿d it can promote the enterprize to the consumer the attraction. In this paper , the authors probe the operation mech创lÎsms of company reputation in online consumer trust establishment from a consumers view. First , perceived security is added in technology acceptance model , then theoretical hypothesis and research model are developed , fìnally, structure equatíon modeling package is used to test them. r:I:he empirical results show that 、 reputatíon signíficantly infiuence perceíved 盼curity， perceived usefulne刷刷d perceived e咽e of use of an online ωmpanys website , which in turn aπect consumers trust toward that companyj 创ld perceíved security and perceived e，ωe of