信任如何影响电商生态的共生关系——以淘宝网为例.doc

PAGE PAGE 41 信任如何影响电商生态的共生关系 ——以淘宝网为例 摘要：互联网的发展为我们带来了电子商务的时代，网络购物成为了新的潮流。然而在人们购物方式改变的过程当中，信任问题成了最大的障碍，消费者与商家的关系对电子商务的发展产生了重大的影响。本文将生物学当中的共生理论应用于对电子商务环境的研究当中并结合电子商务的发展现状，探究信任如何在电商生态环境当中发挥作用。本文以中国最大的C2C交易平台——淘宝网为研究对象，探究信任如何影响淘宝网与消费者的共生关系。 本文的第一段主要介绍了课题的研究背景及研究意义。论文第二段总结了有关信任、电商系统、共生关系的研究成果。第三章为论文的核心部分，提出了研究假设并建立了共生模型。论文的第四、第五两章通过问卷调查对假设进行了验证。最后一章总结了研究成果并提出了研究的不足之处，也对以后的研究方向进行了展望。 关键词：电子商务，信任，共生关系，淘宝网 How trust affect e-commerce ecological symbiotic relationship ——In TaoBao website, for example Abstract: The development of the Internet bring us the age of e-commerce, online shopping has become a new trend. In the process of people shopping way change, however, trust issues has become the biggest obstacle, consumer and businesses relationship has a significant influence on the development of electronic commerce. In this paper, the biology of symbiosis theory used in the study of the electronic commerce environment and combining the current situation of the development of e-commerce, explores how trust play a role in the middle of the ecological environment of electricity. In this paper, Chinas largest C2C trading platform TaoBao website as the research object, to explore how trust affect the symbiotic relationship between TaoBao website and consumer. The first paragraph of this article mainly introduced the research background and research significance. The second section summarizes the research achievements about trust, electricity system, and symbiotic relationship. The third chapter, it is the core of paper, put forward the research hypothesis and symbiosis model is established. Paper fourth and fifth chapter two assumptions are verified through questionnaire. The last chapter summarizes the research results and put forward the research deficiency, and for future research direction was prospected. Keywords: E-commerce；Trust ；Symbiotic Relationship；TaoBao Website 第1章绪论 1.1 研究背景 1.1.1 我国电子商务发展情况 中国互联网络信息中心(CNNIC)《第35次中国互联网络发展状况统计报告》显示，截至2014年12月底，中国网民规模达6.49亿，互联网普及