零售商品牌线上线下的信任整合研究

发布时间：2018-01-23 00:11

本文关键词： 信任整合整体信任线上信任心流体验结构保证感知一致性　出处：《科研管理》2015年12期 　论文类型：期刊论文

【摘要】：零售商的双渠道信任整合既是一个重要的理论问题,也是零售实践中迫切需要解决的难题。本研究以对"苏宁"实体店铺具有初始信任的消费者为研究对象,探究其有线上体验感知后,对该零售品牌的整体信任水平的变化。笔者构建了包括线下信任、结构保证、心流体验、感知一致性等要素对线上、线下信任整合的影响机制模型。研究发现,消费者对零售商店铺的线下信任能够正向影响零售商品牌的信任整合水平,且不同水平的线下信任对零售商品牌信任整合的影响机制不同。在低线下信任情景下,消费者在线上感知的结构保证、心流体验直接作用于零售商品牌的信任整合。高线下信任情景下的消费者,通过线上线下的感知一致性影响零售商品牌的整体信任。本研究发现为零售商进一步提升品牌信任提供了管理启示。
[Abstract]:Dual channel retailer trust integration is not only an important theoretical problem, but also a difficult problem in the retail practice need to be solved urgently. Based on the shop of "Su Ning" entity with initial trust consumers as the research object, explore the perception and experience of its cable after the change in the retail brand. The overall level of trust the line includes trust, structural assurance, flow experience, perceived consistency of the line, the influence mechanism of trust model integration line. The study found that consumers of retailers shop line trust can positively influence the retailer brand trust integration level, and different levels of offline trust mechanism of retailer brand trust the integration of the different line. Trust in the low scenario, to ensure that consumers online perceived trust structure, integration of flow experience directly to the retailer brand trust high line. Consumers in the scenario affect the overall trust of retailers brand through online and offline sense conformance. This study provides management inspiration for retailers to further enhance brand trust.

【作者单位】：西南财经大学工商管理学院;
【基金】：西南财经大学“中央高校基本科研业务费专项资金)”项目(项目号:JBK140915,起止时间:2014-2015) 国家自然科学基金项目(项目号:71272244,起止时间:2013-2016)~~
【分类号】：F724.2;F724.6
【正文快照】： 1引言近年来传统大型零售商纷纷开设网上商城,但由于电子商务容易让消费者产生较高的风险和不确定性感知。网络诚信和安全问题已经成为制约零售商进一步发展的制约因素。而有效整合零售商品牌线上线下的信任,是零售商赢得线上消费者的关键。信任是基于对对方的行为的积极期望,

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