论文部分内容阅读
网站保证标识是电子商务中用来增强消费者信任的重要机制。研究者们基于不同的视角对网站保证标识展开了研究,并且取得了丰富的研究成果。本文从网站保证标识对消费者信任(购买意愿)的影响研究、不同类型的网站保证标识的比较研究、网站保证标识和自我保证的比较研究、对网站保证标识自身特征的研究等角度对现有文献进行了梳理和总结。当前针对网站保证标识的研究角度多样,研究方法以实验室实验为主,主要研究结论尚存争议。在文章的最后,给出了未来可行的研究议题。
Website Assurance Identity is an important mechanism used in e-commerce to enhance consumer trust. Researchers based on different perspectives on the site to ensure that the identity of the study, and made a wealth of research results. In this paper, from the perspectives of the impact of website assurance labeling on consumer trust (purchase intention), comparative study of different types of website assurance labeling, comparative study of website guarantee labeling and self-assurance, and research on the characteristics of website guarantee labeling, The literature is reviewed and summarized. At present, there are many research perspectives on website assurance marks. The research methods are mainly laboratory experiments, and the main conclusions remain controversial. At the end of the article, we give some feasible research topics in the future.