| B2C电子商务中消费者信任的影响因素研究 |
| |
| 引用本文： | 何莉莉,宋志国,叶冰冰.B2C电子商务中消费者信任的影响因素研究[J].企业活力,2011(11):23-26. |
| |
| 作者姓名： | 何莉莉 宋志国 叶冰冰 |
| |
| 作者单位： | 桂林电子科技大学商学院,桂林,541004 |
| |
| 摘 要： | 信任是一种很复杂的社会与心理现象。近年电子商务交易问题日益突出,消费者信任的缺失已经成为制约我国电子商务进一步发展的关键因素。B2C电子商务中研究消费者信任影响因素可以从消费者个人、在线商家、网站和电子商务环境4个角度展开。探讨消费者信任的影响因素对于我国电子商务行业持续、健康、快速地发展有着重要的促进作用。
|
| 关 键 词： | B2C电子商务 消费者信任 影响因素 |
The Research of Influencing Factors of Consumer Trust in B2C E-Commerce |
| |
| He Li-li,Song Zhi-guo,Ye Bing-bing.The Research of Influencing Factors of Consumer Trust in B2C E-Commerce[J].Enterprise Vitality,2011(11):23-26. |
| |
| Authors: | He Li-li Song Zhi-guo Ye Bing-bing |
| |
| Institution: | He Li-li~1,Song Zhi-guo~2,Ye Bing-bing~3 (1,2,3.School of Business,Guilin University of Electronic Technology,Guilin 541004,China) |
| |
| Abstract: | Trust is a very complex social and psychological phenomenon.E-commerce transactions have become a prominent problem in recent years.The losing of consumer trust is the key factor which hinders the further development of China's E-commerce.The research of influencing factors of consumer trust in B2C E-commerce can develop from four angles of consumer's individual characteristics,on-line company,company website and electronic environment.Discussion on the influencing factors of consumer trust has an important... |
| |
| Keywords: | B2C electronic commerce consumer trust influencing factors |
| 本文献已被 CNKI 维普 万方数据 等数据库收录！ |
|
