| 选择性注意对用户信任及行为倾向的影响：基于网上购物体验视角的实证研究 |
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| 引用本文： | 刘锦源.选择性注意对用户信任及行为倾向的影响：基于网上购物体验视角的实证研究[J].图书情报工作,2009,53(4):132-135. |
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| 作者姓名： | 刘锦源 |
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| 作者单位： | 电子科技大学中山学院 |
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| 摘 要： | 消费者对网站缺乏信任已经成为网上购物发展的一个主要障碍，如何采取有效措施建立消费者信任是当前亟需解决的问题。针对有网上购物经验消费者的实证数据分析，结果表明：消费者主观知识和建立在诚实、可预测与善意信息上的选择性注意对信任建立有显著效应；尽管能力对信任没有明显影响，但它对消费者的行为倾向有直接正效应。基于这些结论为购物网站实际运营提出建议。
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| 关 键 词： | 网上购物 信任 选择性注意 信任建立 |
| 收稿时间： | 2008-07-17 |
The Influence of Selective Attention on Trust and Behavioral Intentions: An Empirical Study on E-shop-ping |
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| Liu Jinyuan.The Influence of Selective Attention on Trust and Behavioral Intentions: An Empirical Study on E-shop-ping[J].Library and Information Service,2009,53(4):132-135. |
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| Authors: | Liu Jinyuan |
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| Abstract: | Lack of trust has become a main barrier to the development of online shopping. How to take effective actions to build consumers’ trust is an important subject at present. The empirical research on experienced online shoppers indicates that consumers’ knowledge and selective attention of integrity, predictability and benevolence have positive effect on trust building. Selective attention of ability is also identified as a significant factor on consumers’ online shopping adoption but not trust. The insights of marketing practice on e-commerce website are mentioned based on these conclusions. |
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| Keywords: | online shopping trust selective attention trust building |
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