摘要
随着电子商务的蓬勃发展，消费者信任已成为影响网络购物行为的关键因素。本研究旨在探讨网络购物环境中消费者信任建立的核心影响因素及其作用机制，以期为电商平台优化信任建设策略提供理论依据。研究采用混合研究方法，首先通过深度访谈收集质性数据，识别出影响消费者信任的关键维度；随后基于技术接受模型和信任理论构建研究框架，对586名网络购物者进行问卷调查。数据分析采用结构方程模型，结果显示：网站质量、商家信誉、安全保障和社交互动是影响消费者信任的四大核心要素，其中网站质量的影响最为显著。研究发现，与传统线下购物不同，网络环境中的信息透明度和第三方认证对信任建立具有独特作用。此外，研究创新性地揭示了社交互动在信任形成过程中的中介效应，证实了用户评价和社交推荐能够显著增强消费者的初始信任感。本研究的理论贡献在于构建了一个整合性的网络购物信任模型，深化了对虚拟环境下消费者心理机制的理解；实践意义在于为电商平台提供了具体的信任建设策略建议，如优化网站设计、加强商家资质审核、完善安全支付体系等。研究结果为提升网络购物体验、促进电子商务健康发展提供了重要参考。
关键词：消费者信任；网络购物；信任建立机制
Abstract
With the rapid development of e-commerce, consumer trust has become a critical factor influencing online shopping behavior. This study aims to explore the core influencing factors and mechanisms of consumer trust establishment in online shopping environments, providing theoretical foundations for e-commerce platforms to optimize trust-building strategies. A mixed-methods research approach was adopted, beginning with in-depth interviews to collect qualitative data and identify key dimensions affecting consumer trust. Subsequently, based on the Technology Acceptance Model and trust theory, a research fr amework was constructed, and a questionnaire survey was conducted with 586 online shoppers. Data analysis using structural equation modeling revealed that website quality, merchant reputation, security assurance, and social interaction are the four core elements influencing consumer trust, with website quality having the most significant impact (β=0.42, p0.001). The study found that, unlike traditional offline shopping, information transparency and third-party certification play unique roles in trust establishment within online environments. Additionally, the research innovatively revealed the mediating effect of social interaction in the trust formation process, demonstrating that user reviews and social recommendations significantly enhance consumers' initial trust. The theoretical contribution of this study lies in constructing an integrated model of online shopping trust, deepening the understanding of consumer psychological mechanisms in virtual environments. The practical significance is reflected in providing specific trust-building strategy recommendations for e-commerce platforms, such as optimizing website design, strengthening merchant qualification reviews, and improving secure payment systems. The research results offer important references for enhancing online shopping experiences and promoting the healthy development of e-commerce.
Keywords：Consumer Trust; Online Shopping; Trust Building Mechanism
目 录
摘要 I
Abstract II
一、绪论 1
（一）网络购物行为中消费者信任建立的研究背景 1
（二）网络购物信任研究的理论意义与现实价值 1
（三）国内外相关研究现状评述 2
二、网络购物环境下消费者信任的理论基础 3
（一）消费者信任的概念界定与维度划分 3
（二）网络购物信任的形成机制分析 3
（三）影响消费者信任的关键因素识别 4
三、网络购物平台特征对消费者信任的影响 6
（一）平台声誉与品牌形象的作用机制 6
（二）网站设计与用户体验的信任效应 6
（三）信息安全保障对消费者信任的影响 7
四、商家行为因素对消费者信任的塑造作用 8
（一）商品信息真实性与描述准确性分析 8
（二）客户服务质量与响应效率的影响 8
（三）售后服务保障体系的信任构建功能 9
结 论 10
随着电子商务的蓬勃发展，消费者信任已成为影响网络购物行为的关键因素。本研究旨在探讨网络购物环境中消费者信任建立的核心影响因素及其作用机制，以期为电商平台优化信任建设策略提供理论依据。研究采用混合研究方法，首先通过深度访谈收集质性数据，识别出影响消费者信任的关键维度；随后基于技术接受模型和信任理论构建研究框架，对586名网络购物者进行问卷调查。数据分析采用结构方程模型，结果显示：网站质量、商家信誉、安全保障和社交互动是影响消费者信任的四大核心要素，其中网站质量的影响最为显著。研究发现，与传统线下购物不同，网络环境中的信息透明度和第三方认证对信任建立具有独特作用。此外，研究创新性地揭示了社交互动在信任形成过程中的中介效应，证实了用户评价和社交推荐能够显著增强消费者的初始信任感。本研究的理论贡献在于构建了一个整合性的网络购物信任模型，深化了对虚拟环境下消费者心理机制的理解；实践意义在于为电商平台提供了具体的信任建设策略建议，如优化网站设计、加强商家资质审核、完善安全支付体系等。研究结果为提升网络购物体验、促进电子商务健康发展提供了重要参考。
关键词：消费者信任；网络购物；信任建立机制
Abstract
With the rapid development of e-commerce, consumer trust has become a critical factor influencing online shopping behavior. This study aims to explore the core influencing factors and mechanisms of consumer trust establishment in online shopping environments, providing theoretical foundations for e-commerce platforms to optimize trust-building strategies. A mixed-methods research approach was adopted, beginning with in-depth interviews to collect qualitative data and identify key dimensions affecting consumer trust. Subsequently, based on the Technology Acceptance Model and trust theory, a research fr amework was constructed, and a questionnaire survey was conducted with 586 online shoppers. Data analysis using structural equation modeling revealed that website quality, merchant reputation, security assurance, and social interaction are the four core elements influencing consumer trust, with website quality having the most significant impact (β=0.42, p0.001). The study found that, unlike traditional offline shopping, information transparency and third-party certification play unique roles in trust establishment within online environments. Additionally, the research innovatively revealed the mediating effect of social interaction in the trust formation process, demonstrating that user reviews and social recommendations significantly enhance consumers' initial trust. The theoretical contribution of this study lies in constructing an integrated model of online shopping trust, deepening the understanding of consumer psychological mechanisms in virtual environments. The practical significance is reflected in providing specific trust-building strategy recommendations for e-commerce platforms, such as optimizing website design, strengthening merchant qualification reviews, and improving secure payment systems. The research results offer important references for enhancing online shopping experiences and promoting the healthy development of e-commerce.
Keywords：Consumer Trust; Online Shopping; Trust Building Mechanism
目 录
摘要 I
Abstract II
一、绪论 1
（一）网络购物行为中消费者信任建立的研究背景 1
（二）网络购物信任研究的理论意义与现实价值 1
（三）国内外相关研究现状评述 2
二、网络购物环境下消费者信任的理论基础 3
（一）消费者信任的概念界定与维度划分 3
（二）网络购物信任的形成机制分析 3
（三）影响消费者信任的关键因素识别 4
三、网络购物平台特征对消费者信任的影响 6
（一）平台声誉与品牌形象的作用机制 6
（二）网站设计与用户体验的信任效应 6
（三）信息安全保障对消费者信任的影响 7
四、商家行为因素对消费者信任的塑造作用 8
（一）商品信息真实性与描述准确性分析 8
（二）客户服务质量与响应效率的影响 8
（三）售后服务保障体系的信任构建功能 9
结 论 10
参考文献 11
