目录

摘要 ............................................................................................................................................. I Abstract ................................................................................................................................... II 第一章 绪 论...........................................................................................................................1

1.1研究背景.........................................................................................................................1 1.2研究现状.........................................................................................................................1 1.3研究目的.........................................................................................................................2

第二章 电子商务网站概述 .................................................................................................4

2.1电子商务网站的概念.....................................................................................................4 2.2电子商务网站的功能和形式.........................................................................................4

2.2.1 电子商务网站的功能.........................................................................................4 2.2.2 电子商务网站形式.............................................................................................5 2.3电子商务网站的作用.....................................................................................................5

第三章 电子商务网站客户购买意愿影响因素研究 ................................................7

3.1 传统商业下影响客户消费决策的因素........................................................................7 3.2影响客户在电子商务网站购买的因素.........................................................................7

3.2.1电子商务网站使用简易性..................................................................................8 3.2.2电子商务网站的服务质量..................................................................................8 3.2.3电子商务的产品质量..........................................................................................9 3.2.4网站客户化..........................................................................................................9 3.3提高客户在电子商务网站购买意愿的对策...............................................................10

3.3.1 建立信任机制...................................................................................................10 3.3.2 提高电子商务网站使用简易性的对策........................................................... 11 3.3.3良好的服务质量................................................................................................13 3.3.4 提高网站的产品质量.......................................................................................14 3.3.5提高网站客户化................................................................................................14

结 论 .........................................................................................................................................17

参考文献 ..................................................................................................................................18 致 谢 .........................................................................................................................................19

摘要

电子商务就是利用先进的电子技术进行商务活动的总称，电子商务是IT技术与商务运行结合而产生的一种新型的商务交易过程，是现代经济社会商务运行的主要模式，为适应现代社会发展的要求，对于一个企业来讲建立一个合理的、完善的电子商务网站是非常重要的。一个电子商务网站的好坏直接影响着客户的购买欲望，所以从电子商务网站的使用简易性、服务质量以及产品质量来研究电子商务网站客户购买影响因素，针对其存在的不足，归结为客户对网站信任这一关键，因此，在信任基础上，分别采取了不同的措施。

关键词：电子商务 电子商务网站 客户 服务质量 信任

I

Abstract

Electronic commerce is the use of advanced electronic technology for business

activities,electronic commerce is the IT technology and business combined to produce a new business process,is the modern economy society the main mode of business operation,in order to meet the modern social development ,for the company to establish a reasonable,perfect electronic commerce website is very important .An electronic commerce website directly influence customer’s purchase desire,so from the electronic commerce website’s ease of use,quality of service and product quality to study the electronic commerce website customer buying influences,for its deficiency,attributed to the customer to trust this key,therefore,on the basis of credit,respectively take different measures.

Key words:electronic commerce;electronic commerce website;customer;service quality;trust

II