中文摘要：

消费者在网购信任建立的不同阶段所信任的客体不同,其对消费者网购的影响也不同。本文将信任分为信任探索期、信任形成期和信任稳定期,通过分析影响消费者各个阶段的信任客体,发现消费者在信任的探索期的信任客体为参考主体、网站和网购环境,消费者在该阶段对网站和参考主体的信任是其网购意愿产生的直接原因,而对网购环境的信任充当了调节变量;在信任的形成阶段,消费者的信任客体为参考主体、网购环境、第三方中介和网站,参考主体的信任在该阶段充当了调节变量,其余均直接影响消费者的网购意愿;在信任的稳定阶段,消费者的信任客体为第三方中介、网站和在线卖方,对网站和在线卖方的信任直接导致了消费者的网购意愿,而第三方中介为调节变量。

英文摘要：

In the course of establishing consumer trust in online shopping,the influence of different consumer trust objects at different stages on online shopping is different. The trust is divided into three stages including exploration,formation and stability in this paper. By analyzing the trust object that influence consumer at the three stages,the conclusions are that in exploration period of consumer trust,site and referenced subject mainly lead consumers to buy goods online with the online environment as a moderator,among which the trust objects are reference subject,website and online environment. In the formation period,the environment,the third party and site have influence over purchase intention with referenced subject as a moderator. And at the stable stage,consumer trust objects are the third party,site and online seller,among which site and online seller have direct influence over purchase intention while the third party is as a moderator.