信任对波兰年轻消费者电子商务购买意愿的影响研究

IF 4.1 Q2 BUSINESS
Felicjan Bylok
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引用次数: 5

摘要

摘要在当代经济中,电子商务正在经历动态增长。从网络卖家和消费者之间的关系来看,网络信任是决定其发展的因素之一。网络信任对电子消费者购买行为有影响这一假设的采用对研究目的的制定产生了影响,该研究旨在确定文化因素与消费者网络信任之间的关系,以及消费者网络信任对年轻消费者购买意愿的影响。实证结果表明,信任属性显著影响年轻消费者的购买意愿。特别是,对网站的信任以及过去与网店关系中的积极经验对在互联网上进行交易的意图有直接的积极影响。研究结果表明了它们在营销实践中的潜在用途。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Examining the Impact of Trust on the e-Commerce Purchase Intentions of Young Consumers in Poland
Abstract In the contemporary economy, e-commerce is experiencing dynamic growth. One of the factors that determines its development is that of online trust in terms of the relations between the online seller and the consumer. The adoption of the assumption that online trust has an impact on the purchasing behavior of e-consumers had an influence on the formulation of the aim of the research, which was to identify the relations between cultural factors and consumer online trust, as well as the impact of consumer online trust on the purchasing intentions of young consumers. The empirical results illustrate that the trust attributes significantly affect the purchasing intentions of young consumers. In particular, trust in websites and positive experiences in relations with an online shop in the past have a direct positive influence on the intentions to conduct transactions on the internet. The research findings indicate their potential use in marketing practice.
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来源期刊
CiteScore
10.50
自引率
7.00%
发文量
18
期刊介绍: The business world has undergone many changes because of information technology, and the impact of the Internet may cause one of the biggest yet. While many people use the Internet for educational and entertainment purposes, organizations and companies are looking for ways to tie their internal networks to this global network to conduct electronic commerce. While companies have been conducting business electronically with suppliers and customers for many years, conducting online commerce via the Internet offers even greater opportunities for multinational, national, and even small businesses to cut costs, improve efficiency, and reach a global market.
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