旅游电子商务网站信任影响因素研究

发布时间：2018-03-08 19:10

本文选题：旅游电子商务网站　切入点：信任　出处：《华中师范大学》2012年硕士论文　论文类型：学位论文

【摘要】：随着网络购物市场的不断发展和成熟,以及旅游市场的高速发展,都为旅游电子商务的发展提供了更多的契机。在电子商务的研究领域,信任研究从来都是学者们广泛关注的一个方面,当前在该领域关于信任的研究主要都集中在C2C、B2C、B2B等主流的电子商务商业模式上,研究旅游电子商务网站信任问题的文献很少。旅游电子商务市场的高速增长与目前旅游电子商务信任理论研究的缺乏形成强烈的对比,笔者正是基于这样一个背景来研究旅游电子商务网站信任的影响因素研究。信任是电子商务网络购物的重要影响因素,而旅游电子商务网站作为电子商务网站一种,也同样受信任影响。旅游电子商务网站购买者在网站上购买旅游产品时,由于购买的虚拟性,购买者并不会像在传统的旅行社咨询时面对面的进行交谈购买,而是通过网络通讯工具进行交谈,进而进行网络在线购买,,在网络环境下,旅游电子商务网站充当了传统旅游商务中经销商的角色,消费者会只能根据他所浏览的旅游电子商务网站的网站特征来判断是否信任该网站,进而再决定是否信任该网站所提供的旅游产品,并在该网站上进行相关旅游产品的消费。所以,找出旅游电子商务网站信任的影响因素,并研究这些网站因素对信任和购买意向有什么影响,以及根据这些研究结论为旅游电子商务网站提供一定的理论指导和管理借鉴意义就显得尤为重要,这也是本文的研究目的所在。本文根据国内旅游电子商务网站的实际情况,并对相关文献进行梳理,以笔者的朋友、同学、同事等有着旅游网站购买经验的受众作为调查对象,对202份有效问卷进行了描述性统计分析、信度分析、相关分析和回归分析,对本研究提出的各项假设进行了验证,得出了相关结论。接着针对本研究的结果进行解释,并提供管理借鉴意义,最后指出了本研究的局限性以及未来研究方向。
[Abstract]:With the continuous development and maturity of the online shopping market and the rapid development of the tourism market, it provides more opportunities for the development of tourism e-commerce. Trust research has always been a widespread concern of scholars. At present, the research on trust in this field is mainly focused on the mainstream e-commerce business model, such as C2CU B2CU B2B and so on. There is very little literature on the trust of tourism e-commerce websites. The rapid growth of tourism e-commerce market is in contrast to the lack of research on trust theory of tourism e-commerce. Based on this background, the author studies the influencing factors of tourism e-commerce website trust. Trust is an important factor in e-commerce online shopping. As an e-commerce website, tourism e-commerce website is also affected by trust. Because of the fictitious nature of the purchase, buyers will not talk face to face as in the traditional travel agency consultation, but will talk through the network communication tools, and then make online purchase, in the network environment, Tourism e-commerce websites act as dealers in traditional tourism business, and consumers can only judge whether they trust the tourism e-commerce websites they visit according to their website characteristics. And then decide whether to trust the tourism products provided by the website and consume the related tourism products on the website. Therefore, find out the factors that affect the trust of the tourism e-commerce website. It is particularly important to study the influence of these website factors on trust and purchase intention, and to provide some theoretical guidance and management reference for tourism e-commerce websites according to these conclusions. This is also the purpose of this paper. In this paper, according to the actual situation of domestic tourism e-commerce websites, and combing the relevant documents, the author's friends, classmates, colleagues and other audiences who have experience in purchasing tourism websites as the survey object. 202 valid questionnaires were analyzed by descriptive statistical analysis, reliability analysis, correlation analysis and regression analysis. Finally, the limitations of this study and the future research direction are pointed out.
【学位授予单位】：华中师范大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F724.6;F592;F224

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