社会化网络环境下跨境电子商务信任影响因素研究

被引：3

作者：

张琼文

宋光兴

机构：

[1] 云南财经大学商学院

来源：

中国市场 | 2017年 / 12期

关键词：

社会化网络; 跨境电子商务; 信任; 影响因素;

D O I：

10.13939/j.cnki.zgsc.2017.12.266

中图分类号：

F724.6 [电子贸易、网上贸易];

学科分类号：

1201 ;

摘要：

中国跨境电子商务蓬勃发展,但随着交易额的增长也面临着诸多难题,其中信任问题仍是关键,特别是在社会化网络环境下。文章将影响消费者信任的因素分为与企业、网站、社会化网络相关的三大类共六种因素,实证研究表明,消费者感知声誉、感知网站质量、感知网站安全、感知信息性和口碑推荐对跨境电子商务消费者信任均有显著的正相关关系,特别是口碑推荐,而感知规模与跨境电子商务消费者信任并无显著关系。最后,文章提出了提高云南省跨境电子商务消费者信任的四项措施建议。

引用

页码：266 / 268+288 +288

页数：4

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