發(fā)布時間：2018-04-02 19:16

  本文選題：BC電子商務(wù)　切入點：消費者信任　出處：《系統(tǒng)管理學(xué)報》2016年03期

【摘要】：在B2C電子商務(wù)中,消費者信任是動態(tài)變化的。但是,現(xiàn)有的研究大多基于某個時間點對信任進行靜態(tài)分析。將消費者行為發(fā)展劃分為購前準備、購后交互與關(guān)系承諾三階段,對應(yīng)于消費者初始信任、一般信任與持續(xù)信任三階段,在此框架基礎(chǔ)上,構(gòu)建了消費者信任演化的三階段動態(tài)模型。采用實驗室實驗或在線實踐后進行問卷調(diào)查的方法收集數(shù)據(jù),并用結(jié)構(gòu)方程模型軟件進行模型驗證與假設(shè)檢驗�？珉A段動態(tài)跟蹤研究的結(jié)果表明:1消費者信任、滿意與忠誠存在跨階段的作用路徑,其中網(wǎng)站使用程度部分中介了信任對滿意的影響,而關(guān)系承諾程度則完全中介了滿意對忠誠的影響。2在消費者信任動態(tài)演化的過程中,消費者的誠實、能力與善意信任不僅受前一階段相應(yīng)信任信念影響,而且受到消費者滿意與忠誠的積極影響。與先前的信任信念相比,消費者滿意與忠誠對信任的影響更大。3在購后交互階段,消費者滿意對信任各維度的積極影響中存在顯著的性別差異,相比男性,女性消費者滿意對其一般信任的積極影響較大;而在關(guān)系承諾階段,消費者忠誠對其持續(xù)信任各維度的積極影響中并不存在顯著的性別差異。
[Abstract]:In B-2 C e-commerce, consumer trust is dynamic.However, most of the existing researches are based on static analysis of trust at some point in time.The development of consumer behavior is divided into three stages: pre-purchase preparation, post-purchase interaction and relationship commitment, which correspond to the three stages of consumer initial trust, general trust and continuous trust.A three-stage dynamic model of consumer trust evolution is constructed.The data were collected by questionnaire survey after laboratory experiment or online practice, and the model was verified and hypothesized by structural equation model software.The results of the cross-stage dynamic tracking study show that there exists a cross-stage path of trust, satisfaction and loyalty among consumers. The degree of website usage mediates the influence of trust on satisfaction.The degree of relationship commitment completely mediates the influence of satisfaction on loyalty. In the process of dynamic evolution of consumer trust, consumers' honesty, ability and goodwill trust are not only affected by the corresponding trust beliefs in the previous stage.And by consumer satisfaction and loyalty of the positive impact.Compared with previous trust beliefs, consumer satisfaction and loyalty had a greater impact on trust. 3 in the post-purchase interaction stage, there were significant gender differences in the positive effects of consumer satisfaction on all dimensions of trust, compared with men.The positive influence of female consumer satisfaction on general trust is greater, but in the phase of relationship commitment, there is no significant gender difference in the positive influence of consumer loyalty on each dimension of sustained trust.
【作者單位】： 深圳大學(xué)管理學(xué)院;哈爾濱工業(yè)大學(xué)深圳研究生院;
【基金】：教育部人文社會科學(xué)研究規(guī)劃基金資助項目(12YJA630085) 廣東省哲學(xué)社會科學(xué)“十二五”規(guī)劃一般項目(GD11CGL05) 廣東省普通高校人文社會科學(xué)研究一般項目(2012WYXM_0051) 國家自然科學(xué)基金面上項目(71472056,71172158,71371127)
【分類號】：F724.6

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本文編號：1701743