CAJ | 학술논문

通过对相关文献的回顾和总结，在消费者、企业访谈的基础上，提出了网站体验、网站信任、品牌信任三者之间的关系模型。在中国绿色食品网按照顺序抽取了198家绿色大米生产企业的网站（不包括没有独立网站的企业）作为研究对象，对梧州学院198名大学生进行了问卷调查，通过调查情况掌握了我国网站体验、网站信任、品牌信任的基本情况，并且通过实证研究证明：网站体验对品牌信任有直接的显著的影响，同时网站体验还通过网站信任这个中间变量对品牌信任有间接影响；网站的内容性与互动性与品牌信任有显著的正向关系；网站的易用性、内容性、安全性、互动性与网站信任有显著的正向关系；网站信任与品牌信任有显著的正向关系。同时，根据调查的结果以及各个变量之间的相关关系，提出了改进网站的建议。
통과대상관문헌적회고화총결，재소비자、기업방담적기출상，제출료망참체험、망참신임、품패신임삼자지간적관계모형。재중국록색식품망안조순서추취료198가록색대미생산기업적망참（불포괄몰유독립망참적기업）작위연구대상，대오주학원198명대학생진행료문권조사，통과조사정황장악료아국망참체험、망참신임、품패신임적기본정황，병차통과실증연구증명：망참체험대품패신임유직접적현저적영향，동시망참체험환통과망참신임저개중간변량대품패신임유간접영향；망참적내용성여호동성여품패신임유현저적정향관계；망참적역용성、내용성、안전성、호동성여망참신임유현저적정향관계；망참신임여품패신임유현저적정향관계。동시，근거조사적결과이급각개변량지간적상관관계，제출료개진망참적건의。
Based on related documents and interviews with consumers and enterprises, a relational model about online experiences, online trust and brand trust was put forward. The paper selected 198 enterprises of green rice as objects of study according to numerical order, and then took a survey on 198 students of Wuzhou University by questionnaire. It testified that online ex- perience had the significantly direct positive impact on brand trust, and also the indirect impact on brand trust via the in- termediate variable, online trust; contents and interaction of websites had a significantly positive relation with brand trust; usability, contents, safety and interaction of websites had a significantly positive relation with online trust; and online trust had a significant positive relation with brand trust. At last, the advice was proposed about how to improve the websites of green rice enterprises on the basis of the survey and the relations among the variables.