摘 要
电子商务的迅猛发展深刻改变了传统商业模式，但消费者信任问题仍是制约平台可持续发展的关键因素。本研究旨在探讨电子商务平台中消费者信任的建立机制，以期为平台优化提供理论支持与实践指导。研究基于社会交换理论和信任形成机制相关文献，构建了包含平台透明度、用户评价体系、隐私保护和技术保障等多维度的信任模型，并通过问卷调查法收集了1200份有效数据进行实证分析。采用结构方程模型（SEM）对假设关系进行验证，结果表明，平台透明度和隐私保护是影响消费者初始信任的核心要素，而用户评价体系和技术保障则在信任维持与深化中发挥重要作用。此外，研究发现情感联结作为中介变量，在信任形成过程中起到了显著的促进作用。本研究的创新点在于首次将情感联结纳入电子商务信任模型，并从动态视角剖析了信任的多层次构建过程。主要贡献体现在三个方面：一是丰富了电子商务领域中消费者信任的研究框架；二是为平台设计提供了具体可操作的优化方向；三是揭示了技术保障与情感因素在信任机制中的协同作用。研究成果对提升电子商务平台的用户粘性和市场竞争力具有重要的理论价值和实践意义。
关键词：消费者信任；电子商务平台；情感联结；平台透明度；隐私保护
Abstract
The rapid development of e-commerce has profoundly transformed traditional business models, yet consumer trust remains a critical factor constraining the sustainable growth of platforms. This study aims to explore the mechanisms underlying the establishment of consumer trust within e-commerce platforms, thereby providing theoretical support and practical guidance for platform optimization. Grounded in social exchange theory and relevant literature on trust formation, a multi-dimensional trust model was constructed, encompassing platform transparency, user review systems, privacy protection, and technical assurance. A total of 1200 valid samples were collected through questionnaire surveys for empirical analysis. Structural equation modeling (SEM) was employed to test the hypothesized relationships, revealing that platform transparency and privacy protection are core factors influencing initial consumer trust, while user review systems and technical assurance play significant roles in sustaining and deepening trust. Additionally, the study found that emotional connection, as a mediating variable, significantly facilitates the process of trust formation. The innovation of this research lies in its pioneering inclusion of emotional connection in the e-commerce trust model and its dynamic analysis of the multi-layered construction of trust. Contributions are reflected in three main aspects: first, enriching the research fr amework of consumer trust in the e-commerce domain; second, offering specific and actionable directions for platform design; and third, uncovering the synergistic effects of technical assurance and emotional factors in trust mechanisms. The findings hold important theoretical and practical implications for enhancing user retention and market competitiveness in e-commerce platforms.
Keywords: Consumer Trust; E-commerce Platform; Emotional Connection; Platform Transparency; Privacy Protection
目 录
一、绪论 1
（一）电子商务平台信任研究背景 1
（二）消费者信任建立的意义分析 1
（三）国内外研究现状综述 1
（四）研究方法与技术路线 2
二、消费者信任的影响因素分析 2
（一）平台信誉对信任的影响 2
（二）用户评价机制的作用 3
（三）安全保障体系的构建 3
（四）品牌形象与消费者信任 4
三、信任建立的关键机制设计 4
（一）数据透明化策略研究 4
（二）第三方认证的价值分析 5
（三）个性化服务与信任提升 5
（四）社交互动对信任的影响 6
（五）投诉处理机制的设计 6
四、消费者信任的实证研究与优化建议 7
（一）实证研究方法与数据来源 7
（二）消费者行为特征分析 7
（三）信任模型的验证与评估 8
（四）提升信任的具体策略 8
（五）未来研究方向探讨 9
结论 9
参考文献 11
致 谢 12
