C2C环境下网店特性对消费者信任的影响研究.docVIP

PAGE PAGE 22 C2C环境下网店特性对消费者信任的影响研究 摘要：进入21世纪以来，电子商务行业发展迅速，在中国，这个新兴产业经历了B2B、B2C、C2C等几种模式的快速转变与发展，其中C2C电子商务模式的发展尤为迅猛，主要以淘宝网为典型。然而在C2C电子商务迅猛发展的同时，由于交易主体是人，而且都是匿名的，信息透明度不高，具有信息不对称的特点，使得消费者对C2C环境下的网店信任度不高，这严重阻碍了C2C电子商务的发展。为此，本文试图通过研究C2C环境下网店特性对消费者信任的影响，来探索C2C网店在中国发展的出路。 本文通过梳理国内外文献，整理出网店特性可以分为娱乐性、互动性、知识性、安全性四个维度，并提出假设，建立研究模型，通过设计问卷，SPSS数据分析等步骤，验证了C2C环境下，网店的安全性、互动性、娱乐性与消费者信任正相关，并据此提出了三点营销建议，为网店建设提供参考。 关键词：C2C环境网店特性消费者信任 The Research on the Influence of the Characteristics of the Net Store on the Consumer Trust in C2C’s Literature Review Abstract: Since entering twenty-first Century, e-commerce industry has developed rapidly. In China, this new industry has experienced the rapid transformation and development of B2C, C2C, B2B and other models. Which the development of C2C e-commerce model is particularly rapid, mainly in the typical taobao. However, in the rapid development of C2C e-commerce, as the main body of the transaction is the people, and the information transparency is not high, with the characteristics of asymmetric information, which makes the consumer trust in C2C environment is not high, which seriously hindered the development of C2C e-commerce. To this end, this paper tries to explore the way of the development of C2C online shop in China through the study of the influence of the characteristics of the C2C on the consumer trust. In this paper, through combing the domestic and foreign literature, sorting out the shop characteristics can be divided into four dimensions: entertainment, interactive, knowledge, security, and put forward the hypothesis that the establishment of the research model, through the design of the questionnaire, SPSS data analysis, etc. Verified the C2C environment, the safety of the shop, interactive, entertainment and consumer trust is positively related, and put forward three points of marketing proposals, to provide a reference for the shop. Keywords: The environment of Consumer to Consumer; The characteristics of the net store; C