| 基于因子分析的B2C电子商务可信度测评指标研究 |
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| 引用本文： | 胡伟雄,陈艳红,王崇.基于因子分析的B2C电子商务可信度测评指标研究[J].评价与管理,2011(1). |
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| 作者姓名： | 胡伟雄 陈艳红 王崇 |
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| 作者单位： | 华中师范大学信息管理系; |
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| 摘 要： | 本文提出由可信的第三方对电子商务的可信度进行测评,以期增强用户对电子商务的信任。首先需建立测评指标,本文以B2C电子商务为例,根据影响B2C电子商务信任的主要因素,尝试构建了B2C电子商务可信度的测评指标,并通过因子分析法对指标进行了筛选和优化。研究结果表明,B2C电子商务可信度可以从可信环境、可信电子商务平台以及可信交易过程三个方面来进行测量。
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| 关 键 词： | B2C电子商务 可信度 测评指标 因子分析 |
Research in the Evaluation Index of B2C E-commerce Credibility Based on Factor Analysis |
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| HU Weixiong CHEN Yanhong WANG chong.Research in the Evaluation Index of B2C E-commerce Credibility Based on Factor Analysis[J].Evaluation & Management,2011(1). |
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| Authors: | HU Weixiong CHEN Yanhong WANG chong |
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| Institution: | HU Weixiong CHEN Yanhong WANG chong(Department of Information Management,Huazhong Normal University,Wuhan 430079,China) |
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| Abstract: | In this paper,an evaluation on the credibility of electronic commerce is conducted by a trusted third party,its purpose is to enhance the confidence of users in electronic commerce.First of all,it is necessary to establish the evaluation index.It is take B2C e-commerce for example in this paper,it attempts to build the credibility of the evaluation indicators in B2C e-commerce under the impact of major factors in the trust of B2C e-commerce.The indicators were selected and optimized by factor analysis.The r... |
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| Keywords: | B2C E-commerce Credibility Evaluation Index Factor Analysis |
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