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

【摘要】：在B2C電子商務(wù)中,消費(fèi)者信任是動(dòng)態(tài)變化的。但是,現(xiàn)有的研究大多基于某個(gè)時(shí)間點(diǎn)對(duì)信任進(jìn)行靜態(tài)分析。將消費(fèi)者行為發(fā)展劃分為購前準(zhǔn)備、購后交互與關(guān)系承諾三階段,對(duì)應(yīng)于消費(fèi)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(fèi)者信任演化的三階段動(dòng)態(tài)模型。采用實(shí)驗(yàn)室實(shí)驗(yàn)或在線實(shí)踐后進(jìn)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(jìn)行模型驗(yàn)證與假設(shè)檢驗(yàn)�？珉A段動(dòng)態(tài)跟蹤研究的結(jié)果表明:1消費(fèi)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(duì)滿意的影響,而關(guān)系承諾程度則完全中介了滿意對(duì)忠誠的影響。2在消費(fèi)者信任動(dòng)態(tài)演化的過程中,消費(fèi)者的誠實(shí)、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(fèi)者滿意與忠誠的積極影響。與先前的信任信念相比,消費(fèi)者滿意與忠誠對(duì)信任的影響更大。3在購后交互階段,消費(fèi)者滿意對(duì)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(fèi)者滿意對(duì)其一般信任的積極影響較大;而在關(guān)系承諾階段,消費(fèi)者忠誠對(duì)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(huì)科學(xué)研究規(guī)劃基金資助項(xiàng)目(12YJA630085) 廣東省哲學(xué)社會(huì)科學(xué)“十二五”規(guī)劃一般項(xiàng)目(GD11CGL05) 廣東省普通高校人文社會(huì)科學(xué)研究一般項(xiàng)目(2012WYXM_0051) 國家自然科學(xué)基金面上項(xiàng)目(71472056,71172158,71371127)
【分類號(hào)】：F724.6

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本文編號(hào)：1701743