[硕士论文精品]论中国文化因素对中国网络用户电子商务线上信任的影响

MADISSERTATIONOFCHONGQINGUNIVERSITY中文摘要摘要信任是人际关系及商务关系的中心。当风险，不确定性和互相依赖存在的时候，信任就成为一个至关重要的因素。随着社会的发展，因特网和信息技术在商务领域中的应用，作为一种新的商业模式，电子商务应运而生。商务变得更加复杂商品和资金的分离，交易还要求顾客提供私人信息等。另外，由于缺乏规章制度、正式的合同和收据来规范商业行为，信任问题在电子商务中尤为突出。全球因特网用户的持续增加为各地区及全球电子商务的发展带来了机遇和挑战。当地因特网基础设施和文化不同导致世界各地区的人对电子商务的信任和接受程度不一样。因此，理解文化因素对线上信任的影响对于促进本国电子商务的发展是非常重要的。前人对文化和电子商务线上信任的关系研究不够深入，而且多以英语国家及新兴工业国家为研究对象。本文为弥补这个缺陷，关注中国文化因素对中国网络用户线上信任的影响并力求通过调查回答下面的研究问题如果技术和交易系统存在的条件下，中国网络用户是否会使用电子商务及他们有哪些电子商务活动中国文化因素集体主义，不确定规避，关系的好处以及买卖双方面对面的友好谈判是否对中国网络用户线上信任有影响如果答案是肯定的，那么中国文化因素在何种程度上影响他们的线上信任研究结果显示在技术和交易系统存在的条件下，部分中国网络用户会使用电子商务。他们最喜欢在网上购买书籍及其他100到299元之间的商品。银行转账是主要的支付手段，而且大部分中国网络用户会选择送货上门。另外，中国四个文化因素都对中国网络用户的线上信任有深刻的影响，这说明了文化对人的影响是深层次的；但是相对于没有网上购物经验的人，有经验的人受到的集体主义和不确定规避两种文化因素的影响较小，则说明了随着电子商务在中国的发展，人们在网上购物的经验增多，文化对人的影响正在慢慢变化。虽然本文的研究在某些方面存在一定的局限性，但是作为一个探讨性研究，其结果依然可以证明中国网络用户对电子商务线上信任还是深受中国传统文化因素的影响。另外，作者也肯定了中国电子商务的发展潜力，并对中国电子商务更广泛的发展和被大众接受提出了一些建议。关键词中国文化因素，网络用户，电子商务，线上信任，ABSTRACTTRUSTISTHECENTEROFBOTHINTERPERSONALRELATIONSANDBUSINESSRELATIONSWHENFISKUNCERTAINTYANDINTERDEPENDENCEEXIST,TRUSTBECOMESACRUCIALFACTORALONGWITLITHEDEVELOPMENTOFSOCIETYANDTHEAPPLICATIONOFTHEINTEMETANDINFORMATIONTECHNOLOGYINBUSINESSFIELDECOMMERCECOMESINTOBEINGASANEWBUSINESSMODELBUSINESSBECOMESMORECOMPLICATEDPHYSICALSEPARATIONOFPRODUCTANDCAPITAL，THEREQUIREMENTOFPRIVATEINFORMATIONPROVIDEDBYTHECUSTOMERSANDTHELIKEFURTHERMORE,TRUSTISSUEBOTDMESESPECIALLYPROMINENTINEGOIDLLLERL口GFORTHELACKOFREGULATIONS,FORMALCONTRACTSANDRECEIPTSINREGULATINGBUSINESSACTIVITIES11他STEADYGROWTHOFTHEINTEMETUSERSALLOVERTHEWORLDHASBROUGHTANUMBEROFOPPORTUNITIESANDCHALLENGESFORREGIONALANDGLOBALEENMIILELE,EDIFFERENTCHARACTERISTICSOFTHEINTERNETINLOCALENVIRONMENTS，BOTHINFRASTRUCTURALANDCULTURAL，HAVECREATEDSIGNIFICANTVARIATIONSINTHETRUSTANDACCEPTANCEOFEENMMEROOINDIFFERENTREGIONSOFTHEWORLDTHEREFORE,THEKNOWLEDGEOFTHEIMPACTSOFCULTURALFACTORSONONLINETRUSTISVERYIMPORTANTTOPROMOTETHEDEVELOPMENTOFNATIONALECOMMEROGFORTHERELATIONSHIPBETWEENCULTUREANDONLINETRUST,PREVIOUSRESEARCHESDIDNOTGOINDEEPLEVELANDMOSTOFTHEMFOCUSEDONTHESUBJECTSFROMENGLISHSPEAKINGANDNEWLYINDUSTRIALIZEDCOUNTRIESINORDERTOFILLTHISGAP，THISDISSERTATIONFOCUSESONTHEIMPACTSOFCHINESECULTURALFACTORSONONLINETRUSTINECOMMERCEFORTHECHINESEINTERACTUSGTSANDTRIESTOANSWERTHEFOLLOWINGRESEARCHQUESTIONSTHROUGHINVESTIGATIONIFTECHNOLOGICALANDTRANSACTIONALSYSTEMSAREAVAILABLE，DOTHECHINESEINTERNETUSERSUSEECONLM_ERCEANDWHATECOMMERCEACTIVITIESDOTLLEYHAVEDOTHECHINESECULTURALFACTORSCOLLECTIVISM,UNCERTAINTYAVOIDANCE,THEBENEFITSOFGUANXIANDFRIENDLYNEGOTIATIONBETWEENTHESELLERANDTHECUSTOMERFACETOFACEHAVEIMPACTSONONLINETRUSTINECOMLNERCEFORTHECHINESEINTERNCTUSERSIFTHEANSWERISAFFIRMATIVETOWHATEXTENTDOTHESECHINESECULTURALFACTORSINFLUENCETLLEIRONLINETRUST7RESULTSSHOWTHATIFTECHNOLOGICALANDTRANSACTIONALSYSTEMSAREAVAILABLE，SOMECHINESEINTERACTUSERSWOULDUSEE口ENMMERCETHEMOSTPOPULARITEMSINMEIRONLINESHOPPINGAREBOOKSANDOTHERPRODUCTSFROM100TO299RMBBANKTRANSFERISTHEMAINMETHODOFPAYMENT，ANDADOORSTEPSERVICEFORDELIVERYISPREFERREDFORMOSTCHINESEINTEMETUSERSMOREOVER,THEFOURCHINESECULTURALFACTORSALLHAVEDEEPIMPACTSONLIMADISSERTATIONOFCHONGQINGUNIVERSITYABSTRACTONLINETRUSTFORTLLECHINESEINTERNETRISERSITINDICATESTHATCULTUREINFLUENCESPEOPLEINDEEPLEVELHOWEVER,THEPEOPLEWHOHAVEEXPERIENCEDONLINESHOPPINGEXHIBITLOWERIMPACTSINCOLLECTIVISMANDUNCERTAINTYAVOIDANCECOMPAREDTOTHEPEOPLEWHOHAVENOTITCANBECONCLUDEDTHATWITHTHEECOMMERC,EDEVELOPMENTINCHINAANDINCREASINGONLINEEXPERIENCEOFCHINESEPEOPLE,THEIMPACTSOFCULTUREONTHEMALECHANGINGSLOWLYINSPITEOFTHELIMITATIONSINSOMEASPECTS，AFTANEXPLORATORYSTUDY,THERESULTS，INASENSE，STILLPROVETHATONLINETRUSTFORT11ECHINESEINTEMETUSER8ISDEEPLYINFLUENCEDBYTHECHINESETRADITIONALCULTURALFACTORSFURTHERMORE，THEAUTHORAFFIRMSTHEPOTENTIALOFECOMMERCEDEVELOPMENTINCHINA,ANDPROVIDESSOMESUGGESTIONSFORWIDERDIFFUSIONANDACCEPTANCEOFECOMMERCEINCHINAKEYWORDSCHINESECULTURALFACTORS，INTEMETL坞EFS，ELECTRONICCOMMERCO，ONLINETRUST11I独创性声明本人声明所呈交的学位论文是本人在导师指导下进行的研究工作及取得的研究成果。据我所知，除了文中特别加以标注和致谢的地方外，论文中不包含其他人已经发表或撰写过的研究成果，也不包含为获得重废太堂或其他教育机构的学位或证书而使用过的材料。与我一同工作的同志对本研究所做的任何贡献均已在论文中作了明确的说明并表示谢意。学位论文作者签名王晓弗各签字日期A印J7年月GET学位论文版权使用授权书本学位论文作者完全了解重废太堂有关保留、使用学位论文的规定，有权保留并向国家有关部门或机构送交论文的复印件和磁盘，允许论文被查阅和借阅。本人授权重庆太堂可以将学位论文的全部或部分内容编入有关数据库进行检索，可以采用影印、缩印或扫描等复制手段保存、汇编学位论文。保密，在年解密后适用本授权书。本学位论文属于不保密。请只在上述一个括号内打“4”学位论文作者签名曰毛妨各导师签名签字日期渺7年F月ET签字魄力年多月占日淘宝网购物HTTP/WWW521TAOBAOCOM/CHAPTERONEINTRODUCTION11ANOVERVIEWOFTHEDEVELOPMENTANDSTATUSOFECOMMERCEINCHINAALONGWITHTHEDEVELOPMENTOFTHEINTEMETTECHNOLOGY,PEOPLECALLREACHANYONEANYWHERE,REGARDLESSOFDISTANCEORPHYSICALBORDERSPARTICULARLY,WHENTHETECHNOLOGYHASBEENINTRODUCEDINTOBUSINESSFIELDANDCONSEQUENTLY,ASANEWTOOLOFCOMMUNICATION,ECOMMERCEELECTRONICCOMMERCECAMEINTOBEINGAPPLIEDWORLDWIDE，ECOMMERCEHASPROFOUNDIMPACTSONTHEWAYPEOPLEPRODUCE，OONS啪E，COMMUNICATEANDENTERTAINANDITHASALSOBROUGHTGREATCHANGESTOTHEGROWTHOFECONOMYINDIFFERENTCOUNTRIESINCLUDINGCHINAZHOU,2005LATESTDEVELOPMENTOFINTERNETANDECOINMERCE，NOTONLYBRINGSABOUTCHANGESINTECHNOLOGICALTOOLSANDMANAGEMENTMODEBUTMOREIMPORTANTLY,PRESENTSTHEWHOLEECONOMYWITHAGOLDENOPPORTUNITYTOPROMOTESTRUCTU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