服装网购消费者信任影响因素研究服装设计与工程专业论文.docxVIP

RESEARCH RESEARCH ON FACTORS AFFECTING CONSUMER TRUST IN APPIAREL NET BUYS Abstract Through more than ten years development，China’S on-line buys of apparel steps into an outbreaking growth，ClothingAccessories have becoming the first big kind of on‘line shopping goods．More and more fashion brands see the large market potential，join in the construction of network channels．This paper attempts to identify the effect factors of apparel on-line shopping，which included both B2C and C2C，from consumers’perspective．We carry out the empirical study on the survey of hundreds of apparel on。line shopping consumers，mainly from Beijing．The data was analysed by SPSS 1 6．0 version，reach conclusions as follows： (1)Seller characteristics，e-commerce platform function attributes and third—party guarantee have existence obvious relationship with the general trust，in which merce platform function attributes the maximum impact．third—party guarantee secondly． (2)Different clothing category may lead to differences in general trust． (3)As to two dimensions of on—line shopping trust，seller characteristics have influence in both emotional trust and cognitive trust，but e-commerce platform function attributes and third—party guarantee’S influence in emotional trust and cognitive trust effects were not obvious． Key words：Fashion on-line shopping；Effect factors oftrust；Cognition trust； Emotional trust 目 目 录 摘要 I Abstraot····················································································II 第1章绪论 1 1．1 研究背景 l 1．1．1 现实背景 1 1．1．2理论背景 2 1．2研究的目的和意义 2 1．3研究方法和步骤 3 1．4论文研究内容与结构安排 4 1．4．1 论文主要研究内容 4 1．4．2技术路线 5 1．4．3 结构安排 5 第2章文献综述 7 2．1 所阅文献的查询范围及手段 7 2．2传统信任的定义 8 2．3 网络购物信任领域的相关研究 9 2．3．1 网络购物信任的定义 9 2．3．2 网络购物信任维度的研究 11 2．3．3网络购物信任因子的研究 14 2．3．4对服装网购信任研究有借鉴意义的模型 19 2．4 以往研究总结及本研究构思 21 第3章实证研究方法及问卷的设计 23 3．1研究模型的提出 23 3．2研究内容和范围界定 24 3．3服装网购信任影响因素探察与搜集 24 3．4信任维度的测量量表 29 第4章预测试数据分析及正式问卷形成 32 4．1调查基本情况 4．1调查基本情况 32 4．2信度检验 33 4．3效度检验 35 4．4删除题项后的信度检验 43 第5章正式问卷的数据处理与分析 45 5．1 调查基本情况 45