摘要
本文讨论影响旅游电子商务网站顾客信任感的主要因素。在文献研究和访谈调查的基础上，笔者进行了问卷调查。通过对所得的有效数据进行因子分析和多元回归分析，结果表明：（1）顾客对旅游电子商务网站的信任感主要受到网站的服务质量（其中包括网站设计、服务可靠性、隐私和安全、客户服务）、顾客对网站的熟悉程度、网站的声誉等6个因子的影响。（2）这6个因子对顾客网上信任感的影响程度从大到小依次为：网站的声誉、隐私和安全、熟悉程度、服务可靠性、客户服务、网站设计。
This study aims to identify the factors influencing online trust in tourism e-commerce website. Based on the literature review and information from an online tourism forum, the author surveys the customers who have completed at least one transaction on travel website in Guangdong Province, South China, by email. The results from factor analysis and multiple regression analysis indicate that： （1） Reputation, familiarity, website service quality （includes： web site design, reliability/fulfillment, privacy/security and customer service） have significant positive impacts on customers＇ online trust. （2）Reputation turns out to be the heaviest influence of online trust in travel web site, and the followings are privacy/security, familiarity, reliability/fulfillment, customer service, web site design. Recommendations are given to the tourism e-commerce managers to buildand maintain customers＇ online trust.
出处
《中国青年科技》
2008年第1期26-32,共7页
China Youth Science and Technology
关键词
旅游电子网站
信任感
网站服务质量
Tourism e-commerce
Online trust
Electronic Service Quality
