C2C模式中声誉与口碑对信任和购买意向影响的实证研究.pdf

Classified Index:C939 .: Thesis for the Master Degree EMPIRICAL RESEARCH ON THE EFFECTS OF REPUTATION AND WORD-OF-MOUTH ON TRUST AND PURCHASING INTENTION IN C2C Candidate: Fan Yixiao Supervisor: Associate Prof. Du Guirong Academic Degree Applied for: Master of Management Specialty: Management Science and Engineering Affiliation: Shenzhen Graduate School Date of Defence: June, 2009 Degree-Conferring-Institution: Harbin Institute of Technology 哈尔滨工业大学管理学硕士学位论文-I-摘要本研究在电子商务信任理论的研究框架基础上,引入声誉和电子口碑作为影响消费者购买意向的因素,并比较了它们在对消费者的购买意向产生影响时的作用程度。同时,检验了信任在声誉和电子口碑对消费者购买意向影响中的中介作用。本文主要回顾了声誉、电子口碑、信任和购买意向的相关文献,并对有关变量间关系的文献进行了理论总结和综述。在此基础之上,提出了本文的研究模型和研究假设。本文以问卷调查的形式进行了实证研究。问卷调查所采用的样本为使用C2C购物网站——淘宝网( )进行网上购物的161名买家;之后,我们利用统计分析软件SPSS 。首先,对样本进行汇总和整体的描述;然后,对问卷的信度和效度进行评价;最后,应用软件对数据进行回归分析,检验本文的假说。通过数据分析,我们发现在C2C交易模式中,卖方声誉和电子口碑各自单独存在时,对买方的购买意向都有着积极显著的影响;而当网上商品卖家的卖方声誉和卖方电子口碑同时存在时,卖方电子口碑对购买意向的影响要明显大于卖方声誉对购买意向的影响,C2C交易的买方只关心卖方电子口碑而不在意卖方声誉。同时,信任在卖方声誉和卖方电子口碑对买方购买意向的影响中都起到完全中介的效果。C2C买方感知到的卖方声誉和电子口碑,会对其信任产生影响。最终,买方由于对卖方的信任而产生购买意向。本研究通过对电子商务中C2C购物模式这一新兴领域的积极探索,探讨了声誉和电子口碑对购买意向的影响,以及信任在其中的中介作用。由于本研究中的声誉和电子口碑对于C2C卖方来说是可控因素,因此本文不仅具有理论意义,同时还有较强的实践意义。关键词:C2C;声誉;电子口碑;信任;购买意向哈尔滨工业大学管理学硕士学位论文- II -Abstract This study introduced reputation and electronic word-of-mouth as the factors to influence consumer purchasing intention based on existing research on merce trust model, pared the influence on consumer purchasing intention. At the same time, we validated the intermediary role in the model. First, this paper reviewed some literatures about reputation, electronic word of mouth, and trust and consumer purchasing intention. And then, we summarized the relationship of relevant variables based on existing literatures. On the basis of that, we put forward our research model and research hypothesis. This research took on questionnaire survey to implement the empirical research. The samples were 161 buyers who used a C2C website - Taobao().We used SPSS and AMOS for data