消费者网络信息可信度感知影响因素的实证研究

An Empirical Study of the Influential Factors for the Information Credibility of Online Consumers

摘要: 为了了解消费者对网上商品信息的可信度评价及其影响因素，采用了相关分析、结构方程模型等分析方法对通过调查表收集到的数据进行统计分析。研究结果表明，消费者对网上信息的可信度评价影响着消费者对网络信息的使用：消费者最信任的网络信息来源是网上中性信息，即来自综合或专业网站上的相关产品新闻报道、行业调查报告等信息，最不信任的是来自网络广告的信息：消费者对网上信息信任度与网络使用、网络知觉有用性、网络知觉易用性以及信任倾向正相关，与消费者的网络依赖程度无关。

Abstract: This paper discusses the credibility and the determinants of online consumers as an information source. The results of the study show that online information sources from neutral sources are the most trusted by the consumers, and the online advertisements were trusted least. Internet usage frequency, perceived usefulness and perceived easy of use of internet, are positively related to the credibility of online information. Internet reliability haS no effect on consumers' credibility of online information.