沈阳工业大学学报（社会科学版）2016，Vol.9Issue(4)：330-337,8.DOI:10.7688/j.issn.1674-0823.2016.04.08
电子商务卖方信任度与其影响因素关系研究
Research on relationship between seller trust and its influencing factors in electronic commerce
摘要
Abstract
Nowadays lack of trust in the network environment has become one of the important problems plaguing e-commerce sellers.The sellers also gradually start to think about how to build high-quality seller trust.The influence factors that can be controlled directly by sellers are introduced into the influence factors of the seller trust to study the synergic effect between the influence factors.The path analysis is presented using the structural equations.It is found that seller trust is significantly affected by seller reputation, seller brand image, and website perceived safety, etc.among the influence factors that can be directly controlled by sellers.It is pointed out that there is synergic effect between website trust and seller reputation, and the joint effect of the two has remarkable influence on the construction of seller trust.The understanding of the structure relationship of seller trust and invisible factors is deepened by the research conclusion, which has theoretical significance to guide enterprises to establish network seller trust.关键词
电子商务/卖方信任/卖方信誉/网站信任/回归模型Key words
electronic commerce/seller trust/seller goodwill/website trust/regression model分类
管理科学引用本文复制引用
赵红,苏剑峰..电子商务卖方信任度与其影响因素关系研究[J].沈阳工业大学学报（社会科学版）,2016,9(4):330-337,8.基金项目
沈阳市国家级科技思想库决策咨询项目（SKX－201544）。 （）
