%0 Journal Article
%T 基于SEM的电子商务消费者信任对购买行为的影响研究
Research on the Influence of Consumers’ Trust in E-Commerce Based on SEM on Their Purchase Behavior
%A 郑书恒
%A 张步阔
%J E-Commerce Letters
%P 3652-3662
%@ 2168-5851
%D 2025
%I Hans Publishing
%R 10.12677/ecl.2025.1451683
%X 随着电子商务的快速发展，消费者信任成为影响其购买行为的重要因素。本研究以使用电商的消费者为研究对象，构建了“消费者信任–购买意愿–购买行为”的理论模型；运用结构方程模型(SEM)，来探讨电子商务消费者信任对于购买行为的影响机制，通过发放线上调查问卷来收集数据并进行实证分析，结果发现消费者信任(平台信任、商家信任以及制度信任)显著正向影响着购买意愿，购买意愿也显著正向影响着购买行为，且购买意愿在两者的关系中起到部分中介的作用。
With the rapid development of e-commerce, consumer trust has become an important factor influencing their purchasing behavior. This study takes consumers who use e-commerce platforms as the research objects and constructs a theoretical model of “consumer trust - purchase intention - purchase behavior”. The Structural Equation Modeling (SEM) is applied to explore the influencing mechanism of consumer trust in e-commerce on purchasing behavior. Data are collected through online questionnaires and empirical analysis is conducted. The results show that consumer trust (including platform trust, merchant trust, and institutional trust) has a significantly positive impact on purchase intention, and purchase intention also has a significantly positive impact on purchasing behavior. Moreover, purchase intention plays a partial mediating role in the relationship between consumer trust and purchasing behavior.
%K 电子商务，
%K 消费者信任，
%K 购买行为，
%K 购买意愿，
%K 结构方程模型(SEM)
E-Commerce
%K Consumer Trust
%K Purchasing Behavior
%K Purchase Intention
%K Structural Equation Modeling (SEM)
%U http://www.hanspub.org/journal/PaperInformation.aspx?PaperID=116401