在线购买不信任与信任前因后项关系研究

不信任和信任是两个相互关联但不同结构的一对概念，对此，学术界并没有达成共识。本文通过纵向实证研究，以在线购买为情境，再次验证了这一观点；并且发现，不信任和信任及其前因后项在性别、学历水平、互联网使用时间和网购次数、消费金额方面存在显著差异；消费者在线购买信任的产生更多体现在对安全控制的良好感知，而消费者在线购买不信任的产生更多体现在对不隐私保护的认知；安全控制不仅通过信任间接积极地影响购买意图而且对其也有直接强正作用，不隐私保护不仅通过不信任间接地积极影响不购买意图而且对其也有直接强正作用。这些结论与本论文作者2007年相关的研究结论保持基本一致。该结论将再次对电子商务运营商提供重要启示，即要增加消费者的在线购买信任和意图着力点必须在安全控制，而消除不信任和不购买意图更重要是消除不隐私保护。

An Empirical Research on the Relationships between Online Shopping Distrust and Trust as well as Its Antecedents and Consequences

Distrust and trust are two interrelated but different structure, which, academia, there is no consensus. This paper has once again proven this view by longitudinal empirical research in the situation of online shopping. Through the analysis of variance, variables such as trust and distrust as well as its antecedents and consequences in gender, age, education level, the Internet used time and the amount of consumption showed significant differences. The results showed that Consumers Online shopping trust is more produce from the good cognition on the security control, Consumers Online shopping distrust is more produce from the good cognition on the privacy no control; security control not only through online purchase trust variables influence online shopping intentions, But also to have a direct positive effect on it. Privacy no control not only through online purchase distrust variables influence online shopping no intentions, But also to have a direct positive effect on it. These conclusions of this thesis related research in 2007 remain basically the same conclusion. The conclusions will once again provide an important inspiration for e-commerce operators, that is, to increase consumer confidence and intention to purchase online focal point to be within safe control, and to eliminate lack of trust and purchase intention is more important is eliminating no-privacy protection.