B2C电子商务信任建立及评价研究

B2C电子商务中信任的建立及评价研究——以

天猫网为例

学院管理学院

专业电子商务

年级班别

学号

学生姓名

指导教师

2014 年5 月

摘要

随着网络的普及和电子商务的迅猛发展，网络购物受到了越来越多的消费群体的青睐。目前，网上购物的方式有B2B模式、B2C模式、C2C模式、C2B模式、O2O模式和团购网站等。由于信息不对称，消费者在做购买决策时会进行博弈，在此过程中，信任是重要的影响因素。在电子商务的发展过程中，网络交易的信任危机日益浮出水面，人们不得不慎重考虑为何企业和个人参与电子商务的激情并没有预想中的高涨，有些网站的访问量很大，可是真正交易的却不多，网站的转化率很低，如何提高网站的转化率成为影响企业生存和发展的重大问题，究其原因是由于消费者的信任度不高。因此网站商家们必须对消费者信任方面予以重视，明确哪些因素影响了消费者对网站、商品的信任，在多大程度上起影响作用。网络商家可以通过更多的途径来提高消费者的信任感，而不是被动地受制于消费者的个人信任倾向。

本文主要的研究目的是B2C电子商务模式下消费者信任的影响因素，解决消费者对B2C电子商务的信任缺乏，对如何增强消费者信任给出对策建议，以及对消费者评价进行分析探讨。

本文主要采用文献法、案例研究以及调查问卷的形式来进行研究。具体包括：通过文献检索、阅读和分析，了解国内外相关研究现状，并以此为基础，形成本论文的具体研究思路；以高校学生为主要样本，通过问卷的形式对B2C电子商务中消费者信任的影响因素进行了调查，通过对问卷数据的进一步分析得出结论以及相应对策；结合本文提出的信任模型，对国内著名的B2C购物网站——天猫商城进行案例分析。

虽然本文通过模型构建与案例研究得出了相应的结论，但由于研究的范围和研究对象的局限性，本文仍然存在一些不足之处。首先在设计调查问卷题目时，考虑到的问题不够全面，以致不能很好地表达各因素的影响效果。其次，收集的研究数据不够全面，不能更好的反映整体情况。最后在构建模型的过程中，考虑的影响因素不够全面。

关键词：电子商务,B2C消费者信任，信任模型，天猫网，评价

注：本论文题目来源于自选

ABSTRACT

Along with the network popularization and the rapid development of e-commerce, online shopping has been more and more the favour of consumer groups. At present, the way of shopping online B2B, B2C, C2C, C2B, O2O mode and group, etc. Due to the asymmetric information, consumers in the game, make purchasing decisions in the process, trust is an important influencing factors. In the process of the development of e-commerce, online trading trust crisis is becoming more and more to surface why do people have to consider carefully the passion of enterprises and individuals to participate in e-commerce is not as expected, some site visits is very big, but is not much, really deal website conversion rate is low, how to improve the conversion rate of website become influence enterprise survival and development of major ?

Research purpose of this paper is the influence factors of consumer trust in B2C e-commerce mode, to solve the lack of consumer trust in B2C e-commerce, how to enhance consumer trust countermeasures and Suggestions are given, and the analysis of consumers' evaluation.

This paper mainly adopts literature method, case studies and for research in the form of questionnaire. Specific include: through literature retrieval, reading and analysis, understand the related research status at home and abroad, and on this basis, the formation of the specific research ideas of this paper; College students as the main sample, through the form of a questionnaire on the influence factors of consumer trust in B2C e-commerce, through further analysis of the questionnaire data come to the conclusion and the corresponding countermeasures; Combining the trust model is proposed in this paper, the domestic famous B2C shopping mall website - day cat for case analysis.

While this article through the model to build the corresponding conclusions and case study, but due to the scope and limitations of the research object of study, there are still some deficiencies in this paper. When designing the questionnaire topic first, considering the problem is not comprehensive, so not well express the effects of various factors. Second, collecting research data is not comprehensive enough to better reflect the overall situation. Finally in the process of building model, considering the influence factors of comprehensive enough.

Keyword：E-commerce;B2C consumers trust; Trust model;Tmall；Evaluation