大学生对网购的信任度及其影响因素的调查研究.docVIP

PAGE PAGE 24 大学生对网购的信任度及其影响因素的调查研究 ——以杭州某大学学生生为例 摘要：随着互联网技术的发展和电子计算机的普及，人们的生产生活方式也在发生着很大的变化，传统的商务模式已经满足不了人们的需求，由此电子商务的兴起，并使得传统的消费模式也有了一定的改变。伴随着时间的流逝，对网络购物有兴趣的人的数量成为一个庞大的数字，由于这个购物方式凸显出便捷的优点。而网络本身存在的虚拟性给人一种不安全感，信任问题也随之产生。信任问题一直是各个领域的热点问题，网络信任也不例外。对于网络购物信任的问题研究，已经不单单是从社会学角度出发，心理学家、经济学家等等领域的学者都对次给予了大量的关注。为了了解当下社会大学生对网络购物的信任程度，以及影响大学生网购的相关因素，同时为解决在电子商务运营中存在的一些信任问题提供可行路径，本文综合前辈学者的关于信任概念及其影响因素相关研究文献，根据从两个角度及传统和网络两种信任的概念，并结合测量大学生网络购物信任度的工具，了解大学生网络购物及对网络购物信任度的目前情况，全方面地找寻影响大学生对网络购物信任度的各种的因素，通过分析因素提出提高网络信任水平的方法，以期在总结前人智慧的基础上为后续的研究提供思路与支持。 关键词：网络购物；网络购物信任；影响因素 The confidence level of university student to network shopping and influencing factors investigation and study -- college students in Hangzhou as an example Abstract: With the development of Internet technology and the popularity of computer,?peoples production and life are undergoing great changes, the traditional business model has failed to meet peoples needs, thus the rise of e-commerce and the traditional patterns of consumption It has also been some changes. With the passage of time, the number of online shopping for anyone interested in becoming a huge number, because of this convenient way of shopping highlights the advantages. The network itself is a virtual sex gives a sense of insecurity, the issue of trust also will produce. Trust has been a hot issue in various fields, network trust is no exception. For research questions online shopping trust, has not just from a sociological point of view, scholars psychologists, economists and so on are all areas administered once a lot of attention. In order to understand the present society Students trust online shopping, as well as factors affecting college students online shopping, while providing a viable path to solve some trust issues that exist in e-commerce operations, senior scholars This paper concept and its impact on the trust factors literature, based on the concept from two angles and two traditional and online trust and confidence in online shopping com