基于江苏省网络消费者信任影响因素的实证研究

伴随着我国电子商务的发展，网络消费者信任的缺失已成为电子商务发展的主要障碍。文章从网络商家、购物网站、电子商务环境和消费者个人4个角度，探讨网络消费者信任的影响因素。对江苏省240位网络消费者进行问卷调查，通过对问卷数据的实证分析结果显示，网络商家信任特征、网络商家声誉、网络用户评论、电子商务环境因素与网络消费者信任之间具有显著的正向线性关系。

The Empirical Research on Influencing Factors of Trust of Network Consumers in Jiangsu Province

With the development of electronic commerce in China, lacking of network consumer trust has become the main obstacle to the development of e-commerce. The article discusses the influence factors of online consumers＇ trust from the four angles of online stores, web sites, e-commerce environment and individual consumers. According to the empirical analy- sis of the questionnaire data through 240 network consumers in Jiangsu Province, it concludes that features of trust of net- work businessman, the reputation of network businessman, the network users＇ review, e-commerce environment have signifi- cantly positive linear relations with network consumers＇ trust.