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文献综述指导教师评语 指导教师评语： 该综述收集了相关研究顾客感知价值的文献，在阅读并梳理这些文献资料的基础上，提出了自己的研究目标并细化形成了研究的提纲。基本达到文献综述的目的。该综述基本符合学院对文献综述的要求。 指导教师签名： 2014 年 12月 25日 文献综述建议成绩（0－8分）：
题目Ⅰ：
英文名：Research on the Determinants of Purchasing
Intention in Online Shopping
——From the Perspective of Trust and Perceived Risk 中文名:网络销售中影响消费者购买行为的因素研究
———基于信任与感知风险的分析
来 源：Ola Hultkrantz .Research on the Determinants of
Purchasing Intention in Online Shopping——From the Perspective of Trust and Perceived
Risk[D].ChalmersUniversity of Technology，2010.156-171.
In online shopping，consumers can not obtain comprehensive products information by seeing and touching. And they may even worry about the transaction security. Online shopping offers a transaction situation with distrustful factors and high perceived risks.So in addition to providing cheap prices and continent purchasing services，it is more important for online stores to meet consumers’psychological requirement of security. This article proposes a purchasing intention influence model based on trust and perceived risk theories，and presents the development and validation of scales of model variances. Empirical research is conducted based on interview and questionnaire survey. SEM analysis is used to explore the influences of online stores’brand image，sales management，services，technology security，and consumers’disposition to trust on consumers’trust and perceived risk，as well as their effects on purchasing intention. Finally，the article puts forward a credit enhancement framework involving efforts from government，industry association，enterprises，the third-party payment，and consumers，and also proposes suggestions for the management practice.
The global financial crisis in 2008, thousands of European and American countries in retail stores closed their doors, many export enterprises in China and traditional retail businesses face the same winter. China to Taobao, represented substantial growth in online retail business has become the most important outside the traditional retail trade in the supplementary form. Previous research showed that scholars, not actual contact with the products and businesses, the lack of control, the consumer e-commerce transactions and perceived risk than traditional transactions, perceived risk is much greater. According to IResearch's \Report 2007-2008, online shopping in China, \shows that more than 60% of the respondents believe that the safety of online shopping and online consumer product quality problems that have hindered the main reason for online shopping, and these two points can be Summarized as a lack of trust of consumers for network consumption.