摘要
随着电子商务的迅猛发展，消费者与平台之间的信任关系成为影响交易效率和市场稳定的核心因素。本研究旨在探讨电子商务平台信任机制的构建路径及其对消费者忠诚的影响机理。通过整合社会交换理论和技术接受模型，采用问卷调查法收集数据，并运用结构方程模型进行分析，研究揭示了信任机制的关键构成要素及其作用机制。研究表明，平台透明度、安全保障措施以及用户评价体系是构建信任机制的核心维度，这些因素共同作用显著提升了消费者的感知信任和满意度。进一步分析发现，感知信任在平台信任机制与消费者忠诚之间发挥了部分中介作用，而情感联结则起到了调节效应，强化了信任向忠诚的转化过程。本研究的创新点在于将情感联结纳入信任-忠诚框架，拓展了现有理论模型的应用边界，同时为电子商务平台提供了具体可行的信任建设策略。研究结果不仅深化了学术界对信任机制的理解，也为实践者优化平台运营、提升消费者忠诚提供了重要参考。
关键词：电子商务平台；信任机制；消费者忠诚；感知信任；情感联结
Abstract
With the rapid development of e-commerce, the trust relationship between consumers and platforms has become a core factor affecting transaction efficiency and market stability. This study aims to explore the construction path of trust mechanisms in e-commerce platforms and their influence on consumer loyalty. By integrating social exchange theory and the technology acceptance model, data were collected through a questionnaire survey and analyzed using structural equation modeling. The study reveals the key components of trust mechanisms and their underlying mechanisms. Findings indicate that platform transparency, security measures, and user review systems constitute the core dimensions for building trust mechanisms, and these factors collectively enhance consumers' perceived trust and satisfaction significantly. Further analysis shows that perceived trust partially mediates the relationship between platform trust mechanisms and consumer loyalty, while emotional connection exerts a moderating effect, strengthening the transformation process from trust to loyalty. The innovation of this study lies in incorporating emotional connection into the trust-loyalty fr amework, thereby extending the application boundaries of existing theoretical models and providing actionable strategies for trust construction in e-commerce platforms. The results not only deepen the academic understanding of trust mechanisms but also offer important references for practitioners to optimize platform operations and enhance consumer loyalty.
Keywords：ECommerce Platform; Trust Mechanism; Consumer Loyalty; Perceived Trust; Emotional Connection
目 录
摘要 I
Abstract II
一、绪论 1
(一) 电子商务平台信任机制的研究背景 1
(二) 消费者忠诚与信任机制的意义分析 1
(三) 国内外研究现状综述 1
二、信任机制构建的理论基础 2
(一) 信任机制的核心概念界定 2
(二) 构建信任机制的关键要素分析 2
(三) 理论模型在信任机制中的应用 3
三、消费者忠诚的影响因素分析 4
(一) 消费者行为与信任的关系探讨 4
(二) 平台透明度对消费者忠诚的作用 4
(三) 安全保障机制对忠诚度的影响 5
四、信任机制优化与消费者忠诚提升策略 5
(一) 基于数据驱动的信任机制优化路径 5
(二) 提升消费者忠诚的具体实践方案 6
(三) 未来发展趋势与潜在挑战 6
结 论 8
参考文献 9
