网络零售中影响消费者购买意愿因素研究.doc

外文翻译 TResearch on the Determinants of Purchasing Intention in Online Shopping??From the Perspective of Trust and Perceived Risk Material Source: Chalmers University of Technology Author: Ola Hultkrantz In online shopping,consumers can not obtain comprehensive products information by seeing and touching. And they may even worry about the transaction security. Online shopping offers a transaction situation with distrustful factors and high perceived risks.So in addition to providing cheap prices and continent purchasing services,it is more important for online stores to meet consumers’psychological requirement of security. This article proposes a purchasing intention influence model based on trust and perceived risk theories,and presents the development and validation of scales of model variances. Empirical research is conducted based on interview and questionnaire survey. SEM analysis is used to explore the influences of online stores’brand image,sales management,services,technology security,and consumers’disposition to trust on consumers’trust and perceived risk,as well as their effects on purchasing intention. Finally,the article puts forward a credit enhancement framework involving efforts from government,industry association,enterprises,the third-party payment,and consumers,and also proposes suggestions for the management practice. The global financial crisis in 2008, thousands of European and American countries in retail stores closed their doors, many export enterprises in China and traditional retail businesses face the same winter. China to Taobao, represented substantial growth in online retail business has become the most important outside the traditional retail trade in the supplementary form. Previous research showed that scholars, not actual contact with the products and businesses, the lack of control, the consumer e-commerce transactions and perceived risk than traditional transactions, perceived risk is much greater. According to IResear