网络消费者信任影响因素研究评述教案.pdfVIP

2010 年第9 卷第4 期（总第148 期） 1 荨经济研究荩 网络消费者信任影响因素研究评述 李 立，秦 辉，王 挺 （浙江工业大学经贸管理学院，浙江杭州 310023 ） 网络消费者信任能否建立已成为制约网上交易发展的最主要的因素。 为此， 世纪 年代中期以来，国内外学者对影响 摘 要： 20 90 网络消费者信任建立的影响因素进行了广泛的研究，但研究中存在理论视角众多、影响因素繁杂、结论不明确等问题。 本文在对近期国 内外顶尖期刊上的相关文献进行分析和整理的基础上，对众多影响因素进行了梳理和归纳，提出了一个理论框架，再在此基础上进行 了相应的探讨。 最后，提出了未来的研究发展方向，希望能为以后的研究者提供借鉴和帮助。 电子商务 网络消费者信任影响因素 感知 关键词： ; ; ; Abstract:Whether the online consumer trust can be built has been the most important factor which has restricted the development of the online transactions. To this end, since the mid-90s of the 20th century, domestic and international scholars have ’ done extensive research in the factors affecting the establishment of the Online Consumer trust. But these research s perspectives were different, the factors were complex, and the conclusions were not clear and so on. In this paper, on the basis of analysis and compilation of the relevant literature in the domestic and international top journals, a number of factors were sorted and summarized. Then, in the paper, a theoretical framework and the analysis are proposed, and the relevant literature will be arranged according to this framework, so the factors will be show more clear and logic and easy for the later researchers to understand. Finally, the direction of future research be showed, hoping to provide a reference and giving a help for future researchers. Key words:E-commerce;Online consumer trust;Factors;Perceive （ ） 中图分类号：F724.6 文献标识码：A