新客户的网站感知和信任对其在线购买行为影响的实证研究

摘要

Based on the flow theory, and according to the data about 438 samples, this paper empirically studies the relationship between new consumer＇s perception to website as well as trust and his online buying behavior through using the structure equation model to test the hypotheses. The results show as follows：in the factors about new consumer＇s perception to website, the perceived usefulness has the greatest influences on flow experience ~ in the factors about experience,the shopping enjoyment has stronger influences on online buying behavior;different kinds of trust have different influencing paths on online buying behavior, and the effect of ability-based trust on online buying behavior is greater than that of integrity-based trust.%结合心流体验理论，依据438份样本数据，运用结构方程模型进行检验假设，分析了新客户的网站感知、信任与其在线购买行为之间的关系。研究结果显示：在客户网站感知因素中，感知有用性对体验因素的影响最大；在体验因素中，购物乐趣对在线购买行为的影响作用更强；不同类型的信任对在线购买行为的影响路径不同，能力信任对在线购买行为的影响比正直信任大。