平台类购物网站信任影响因素实证分析.pdfVIP

researchintrustin online—transactionwebtrusthas effectonthe platform．The positive intentionofthetransactionandthe is showsthatthe 55．1％，which explanationdegree websitetrust a roleinsuccessful plays transaction．Thetwo factorsfor key biggest webtrustare and theinfluence perceivedreputationperceivedsecuritycontrol，and coefficientofthemare0．417and0．197 measurement respectively．Thisstudyadapts variablescaleof from itverifiesthe literature，and perceivedenjoymentforeign forthe effectoftrust italso that enjoyment formation，and perceived positive explains theonline hasbecomealeisure ofthe ofonline shopping way majority easeof scaleand structuralassurances buyers．Perceiveduse，perceivedperceived havea influenceontheformationof ontheresearch positive trust．Finally,based combined晰ththeactualsituationofonline in findings，and China，this shopping forward formacro ofIntemet in paperputs suggestionsmanagementconsumption Chinaandthe online specificshoppingplatformmarketingstrategies． Keywords：Online—transactionplatform；trust；empiricalstudy III