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E-Commerce Letters 2025
基于SEM的电子商务消费者信任对购买行为的影响研究
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Abstract:
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.
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