B2C电子商务消费者信任的影响因素分析

B2C电子商务消费者信任的影响因素分析(任务书,论文16000字)
摘要
21世纪是信息高速发展的年代，电子商务随之兴起，并快速发展日趋成熟。在全球广泛的商业贸易活动中，随着市场竞争的加剧，人们越来越深刻的意识到，市场竞争就是各企业对于客户的竞争，而企业要实现盈利就必须依赖客户，要想在激烈的B2C电子商务环境中占据一席之地，保持优势，让企业得以长期稳定的发展下去，就必须重视B2C电子商务消费者信任问题。
本文在阅读大量消费者心理学文献，总结回顾国内外学者对B2C电子商务消费者忠诚影响因素的基础上，将B2C电子商务消费者信任因素大致总结为：（1）消费者自身内因：年龄及生命周期阶段、个性和自我概念、职业与经济状况、生活方式与价值观。（2）消费者风险认知：财务风险、身体风险、性能风险、隐私风险、心理风险、时间风险及社会风险维度。（3）消费者自身其他因素：使用互联网的经验、网上购物经历、产品知识、文化因素、社会因素。（4）感知卖家自身因素：公司规模、公司的品牌及声誉、个性化的产品和服务。（5）感知卖家网站因素：网站质量、感知有用性和感知易用性、网站信息质量、网站隐私保护与安全因素。（6）感知环境因素：感知信任保障机制、法律法规。最后，本文针对B2C电子商务消费者信任因素的分析结果，从在线公司及公司网站、法律制度、技术支持、社会诚信环境等四个角度提出了建议。
关键词：B2C电子商务  消费者信任  信任因素
 
Analysis of the influence factors on consumer trust in B2C e-commerce
Abstract
The 21st century is information high speed development, e-commerce emerge, rapid development and increasingly mature. In global commercial trade activity widely, as market competition intensifies, people more and more profoundly realize that market competition is the competition, each enterprise for customers and enterprises to achieve profits must rely on the customer, to occupy a place in the fierce B2C e-commerce environment, keep advantage, allowing enterprises to long-term stable development, it must pay attention to consumer trust in B2C e-commerce.
After reading a large number of consumer psychology literature, this article reviews domestic and foreign scholars on the B2C electronic commerce consumer loyalty influence factors, on the basis of the B2C e-commerce consumers trust factors roughly summarized as: (1) Its own internal cause: age and life cycle stages, personality and self concept, professional and economic situation, lifestyle and values. (2The consumer risk awareness: financial risk, physical risk, performance risk and privacy risk, psychological risk, time risk and social risk dimensions. (3) Other factors: consumer oneself use the experience of the Internet, online shopping experience, product knowledge, cultural factors, social factors. (4)The sellers own perception factors: company size, company's brand and reputation, personalized products and services. (5) The sellers site factors: website quality, perceived usefulness and perceived ease of use, quality of website information, web site privacy and security factors. (6) Awareness environmental factors: cognitive trust guarantees mechanism, laws and regulations. Finally, the article on B2C e-commerce consumers trust factor analysis results, from the online company and company website, legal system, technical support, social credit environment and so on four Angle is proposed.
Key words: B2C e-commerce; consumer trust; trust factors

目录
摘要    I
Abstract    II
第一章 绪论    1
1.1 研究背景    1
1.2 研究目的    3
1.3 主要研究内容    4
第二章 文献综述    6
第三章 B2C电子商务消费者信任的影响因素分析    9
3.1 消费者自身因素    9
3.1.1 消费者自身内因    9
3.1.2 消费者风险认知    10
3.1.3 消费者自身其他因素    11
3.2 感知卖家因素    13
3.2.1 感知卖家自身因素    13
3.2.2 感知卖家网站因素    14
3.3 感知环境因素    16
3.3.1 感知信任保障机制    16
3.3.2 法律规范    16
第四章 建立B2C电子商务消费者信任的措施    18
4.1 对在线公司及公司网站提出建议    18
4.2 完善法律制度，规范电子商务行为    18
4.3 加强技术支持    18
4.4 营造社会诚信环境    18
第五章 案例分析    19
第六章 结束语    20
6.1 总结    20
6.2 B2C电子商务的发展    20
参考文献    21
致谢    23