基于SEM的B2C电子商务信任评价模型及算法被引量：18

Evaluation for Consumer Online Trust Based on Structural Equation Modeling and Path Analysis

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摘要消费者信任对B2C型电子商务的成功起着非常重要的作用。本文通过结构方程模型(SEM)原理构建了消费者网上信任度指数评估模型,在单位结构变量的约束下,考虑误差方差。推导了应用偏最小二乘(PLS)估计算法的模型最佳迭代初值,提高了计算速度,说明了算法的收敛性。由此模型可以分析评价指标体系的各结构变量之间、结构变量与观测变量之间的相关关系；文中进一步给出了电子商务信任度指数计算公式,从而可以更有效地分析消费者网上交易的信任度,以便采取有效措施促进电子商务的发展。 E-commerce success, especially in the B2C area, is determined in part by whether consumers trust sellers and products they cannot see or touch, and electronic systems with which they have no previous experience. This paper constructs the evaluation of consumer online trust index model based on Structural Equation Model- ing （SEM）. The best iterative initial values for Partial Least Square （PLS） estimation algorithm was put forward, which can enhance the speed of computation. With our model, the relationship of construction variables in consumer online trust evaluation indexes system can be analyzed, as well as the relationship between the construction and observation variables, also formula to calculate the electronic commerce trust index is provided in the paper. Consequently, consumer online trust can be analyzed efficiently, and efficient measures can be adopted to improve the consumer online trust, so that EC can develops more quickly.

作者王传美鲁耀斌童恒庆

机构地区华中科技大学管理学院武汉理工大学数学系

出处《南开管理评论》 CSSCI 2006年第6期104-108,共5页 Nankai Business Review

基金国家自然科学基金(305706111) 国家社会科学基金(06BJY101) 国家科技部技术创新基金项目(02C26214200218)资助

关键词电子商务信任结构方程模型约束最佳迭代初值 E-commerce Trust Structural Equation Modeling （SEM） Best Iterative Initial Values

分类号 F713.36 [经济管理—产业经济]

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参考文献11

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