Research on Electronic Commerce Consumer Behavior based on Credit Risk

被引：0
|
作者：
Han, Lijing [1 ]
Han, Lijuan [2 ]
机构：
[1] Northeast Forest Univ, Econ & Management Coll, Harbin, Peoples R China
[2] Ludong Univ, Marxism Leninism Dept, Yantai, Peoples R China
来源：
IEEC 2009: FIRST INTERNATIONAL SYMPOSIUM ON INFORMATION ENGINEERING AND ELECTRONIC COMMERCE, PROCEEDINGS | 2009年
关键词：
electronic commerce; virtual market; consumer behavior; credit risk; perceived factor;
D O I：
10.1109/IEEC.2009.82
中图分类号：
TP [自动化技术、计算机技术];
学科分类号：
0812 ;
摘要：
Virtual market, essential nature of electronic commerce (EC), determines credit risk is the key factor influencing consumer attitude and behavior. Based on TRA and TAM theories, this paper introduces online credit risk and perceived factors into consumer behavior model, and builds a consumer behavior model based on EC credit risk. After that, the paper uses statistical software SPSS 12 to make reliability analysis and hypothesis testing of the model, which reveal the influencing mechanism of credit risk on EC consumer behavior. Finally, this paper thinks that EC companies should begin with the three kinds of perceived factors influencing on-line credit risk to reduce consumers' expected credit risk of EC transactions and enhance the online consumer participation.
引用
收藏
页码：366 / +
页数：2
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