消费者对cc网上店铺初始信任影响因素的研究论文.docxVIP

哈尔滨工业大学管理学硕士学位论文AbstractWith the rapid development of internet, the on line C to C business has becomethe ind ispensable part in our daily life. Compared with the B to C model, C to Cconsumers need to take more risk. It can be said， trust is the key to the success ofe-commerce. For along time, most research in e-business are concentrated in B to Carea. But C to C area which is developing rapidly and accounted for three quartersof the online shopping transactions still lack attention. At the same time, study ofe-commerce trust are mostly based on the consumers’ experience. If a consumer hasno online shopping experience, experience can not him make the first purchasedecision. Because China ’ online shopping penetration rate has been at a relativelylow leve l and the majority of Internet users have no online shopping experience, soresearch in the initia l trust is very urgent.Based on the characteristics of e-commerce and conclusion of the past research related to the trust in e-business, this paper, summarizes the impact factors of Cto C consumers’ initial trust in the following three areas: website quality factor,shop quality factor, as well as service quality factor, At the same time，the initia ltrust will be divided into capacity trust and goodwill trust. On this basis, a researchmodel is constructed to explore the effects of three factors on the capacity trust andgoodwill trust. We analyzed two kinds of consumers including potential consumersand consumers who have done shopping on line whom we called experiencedconsumers. We have studied different influenced factors how to influence the initia ltrust people do on line shopping. At the same time we have compared with thedifferences between the two kinds of consumers.In this paper, we applied the method of combination of theory and empir icalstudy, not only explained the model reasonable from the view of theory but alsodesigned questionna ire form to give survey to potential consumers and experiencedconsumers. Throu