经济学-大学生网络购物消费信任因素分析.docxVIP

大学生网络购物消费信任因素分析 摘 要：在网络购物的实际应用中，缺乏信任是影响移动电子商务发展的障碍之一，因此消费者信任问题也受到了许多学者的关注。阻碍移动电子商务发展的因素各式各样，其中心理层面的信任因素，对消费者起到了限制作用。通过研究移动电子商务初始信任的分析，找出其中阻碍的相关性因素，为移动商家提供一些数据参考，已达到构建良好地电子商务信任环境的目的。本文拟通过构建移动电子商务初始信任模型，针对各个方面的影响因素研究，找出其中的制约因素强弱关系，为更好的发展移动电子商务环境提供理论依据。文章首先通过文献阅读，提出移动电子商务消费者初始信任影响因素模型，得出相关假设。然后随机抽取部分大学生，进行问卷调查。采用SPSS软件，对所得数据进行分析，并对关系模型相关数据处理和假设检验结果进行说明。最后，对本文的研究进行了总结，并提出了一些对策。 关键词：网络购物；初始信任；影响因素；电子商务；消费者  Abstract: Shopping network has been developing rapidly in recent years, and it is not emerging for no reason. The popularization of intelligent mobile terminal, the generation of wireless communication technology and the promotion and application of 4G mobile network have greatly promoted the development of mobile shopping market. In practical application, the lack of trust is one of the obstacles to the development of mobile e-commerce, so the problem of consumer trust has attracted the attention of many scholars. There are various factors hindering the development of mobile e-commerce, among which the psychological trust factor has a limiting effect on consumers. By studying the analysis of the initial trust of mobile e-commerce, we find out the relevant factors that hinder it, and provide some data references for mobile merchants. This paper intends to build the initial trust model of mobile e-commerce, study the influencing factors in various aspects, find out the strong and weak relationship of the restricting factors, and provide theoretical basis for the better development of mobile e-commerce environment. Firstly, through literature reading, this paper puts forward the influencing factor model of mobile e-commerce consumers initial trust and obtains relevant hypotheses. Then, some college students were randomly selected to conduct the questionnaire survey in the form of questionnaire survey. The data obtained were processed by SPSS software, and the data processing related to the relational model and the results of hypothesis test were explained. Finally, th