b2c环境下消费者信任的影响因素及作用机理分析word格式论文.docx

AbstractInternet offers a new trading channel and the Chinese e-commerce has entered a stage of rapid development. However, the lack of consumer trust in online transactions has become one of the key obstacles. B2C e-commerce is facing a more serious issue of trust in online transactions compared with B2B and B2C. Therefore, how to increase consumer trust in online transactions has already been a common concern in academic and business circles.This thesis studies consumer trust in B2C electronic commerce. First of all, the factors affecting consumer trust are analyzed, and then the mechanism of factors is analyzed as well, the strategies enhancing consumer trust are proposed at the end.Details are as follows:First, the factors affecting consumer trust in e-commerce are summed up and concluded based on literatures at home and abroad, and the conceptual model of factors is built as well, which is suited to China. The model is tested and revised through empirical methods and the results are explained at the same time.Second, the mechanism of three major controllable factors of consumer trust in B2C are analyzed using game theory and information economics, including cybermediary(including financial intermediary, certification intermediary and shop leasing intermediary),reputation and marketing ways. The results show that the reason that influencing consumer trust in B2C electronic commerce are as follows: the cybermediaries play a role in credible threat, signal transmission and repeated game and so on; the reputation plays an important role in constraints; marketing ways can transmit the capacity signal of network vendors and form a psychological contract to affect the trust in B2C online transactions.Third, some strategies that enhance consumer trust are proposed based on the work above-mentioned such as building cybermediary club, improving the existing credit rating model in credit system, introducing sellers’ alliance and implementing relationship marketing, a