摘要
消费者信任对跨境电商发展至关重要,而假货、虚假广告、隐私泄露等问题相继出现,影响着消费者对跨境电商的信任及购买意愿。本文主要研究的是跨境电商发展中消费者信任建构问题,首先分析了跨境电商的发展现状,以及其对建构消费者信任提出的新挑战;接着具体探讨了消费者信任建构的影响因素,包括商家因素、消费者因素、网站因素、环境因素等;最后从初始信任、持续信任两阶段详细分析了如何建构消费者信任问题。
The construction of consumer trust plays a key role in the development of cross-border e-commerce.With the emergence of fake goods,false advertisements,privacy leakage and other issues,consumers'trust and their willingness to buy at cross-border e-commerce platforms have been affected.Firstly,this paper analyzes the current development of cross-border e-commerce and the new challenges posed by cross-border e-commerce to the construction of consumer trust.Secondly,it explores the influence factors of consumer trust construction,including merchant factor,consumer factor,website factor,environment factor.Finally,according to different stages of trust(initial trust,continuous trust),this paper analyzes how to construct consumer trust.
作者
丁煜莹
刘梦婷
杨波
DING Yu-ying;LIU Meng-ting;YANG Bo(School of Economics and Trade,Zhengzhou University of Aeronautics,Zhengzhou 450046,China)
出处
《价值工程》
2018年第34期246-249,共4页
Value Engineering
基金
国家社科基金重点项目"替代性食物体系中绿色产品的消费者信任机制研究"(16AJL009)
关键词
跨境电商
消费者信任
信任建构
cross-border e-commerce
consumer trust
trust construction
