网购的影响因素的.doc

网络购物中影响消费者信任的 因素研究 摘 要 随着互联网的商务化以及人们对网络的依赖程度的提高，网络购物作为一种新型的购物方式为企业提供了新的销售渠道和战略机遇。在网络市场繁荣的同时，网络购物中围绕影响消费者信任因素的研究也成为近年来市场营销专业的一个热门研究课题。本文以客观事实为依据，多方位多角度进行研究了网络购物中影响消费者的信任的多种因素。本文通过对网络购物中的消费者、网站销售者以及网络环境的分析对网络购物中影响消费者信任的因素进行了初步探讨。结果表明在网络购物中影响消费者信任的最重要因素是网络销售者，网络销售者在网络购物中起着主导作用，成为网络购物中的最主要的影响因素之一；其次是消费者，网络消费者在网络购物中当然也具有一定的影响作用，但根据研究表明并没有网络销售者重要；最后才是网络购物环境，根据研究表明网络环境在网络购物中的影响作用远没有销售者以及消费者来的重要，网络环境影响不大但也是一个不可忽视的因素。 【关键字】消费者信任 网络购物 影响因素 Facts that affect consumer confidence In online shopping With the rapidly increase of Internet commerce and peoples growing dependence to the network, the online shopping as a new type of shopping way provides a new marketing channel for individuals and strategic opportunities of companies. In the network market prosperity, at the same time, around the study of factors affecting consumer trust in Internet shopping has become a popular research topic of marketing major. In this paper, based on objective facts, to study the different influence consumer trust in Internet shopping .There are many kinds of factors. This article through to in the online shopping consumers, online store, sellers and the analysis of the current online environment factors affecting consumer trust in Internet shopping has carried on the preliminary discussion. Results show that the influence consumer trust in Internet shopping network is the most important factors of the seller, the network seller plays a leading role in online shopping, become one of the main influence factors of online shopping; Followed by the consumers, the network consumers in online shopping, of course, also have certain effect, but there is no network seller according to the study and importance; Finally is the online shopping environment, according to research shows that influences of online environment in the online shopping is not important, sellers and consumers to the online environment impact is not very important but is also a factor which cannot be ignored. [Key words]Consumer