微信环境下顾客信任的影响因素与作用机理

发布时间：2018-03-31 18:52

本文选题：微信　切入点：移动电子商务　出处：《财经科学》2017年02期

【摘要】：随着智能手机的进一步普及和移动互联网的发展,电子商务与社交网络逐渐融合,微信的商务功能日益增强,微信环境下的顾客信任成为微信营销中重要的理论和实践问题.本文研究微信环境下顾客信任的影响因素与作用机理,得到以下结论:顾客个人信任倾向,商家信任、微信平台信任以及制度信任等因素都对微信环境下的顾客信任有显著影响。顾客个人信任倾向对制度信任存在直接正向影响,对微信平台信任存在间接正向影响,对微信环境下的顾客信任存在间接正向影响;商家信任对微信平台信任存在直接正向影响,对微信环境下的顾客信任倾向存在间接正向影响;制度信任对微信平台信任存在直接正向影响,对微信环境下的顾客信任存在间接正向影响;微信平台信任对微信环境下的顾客信任存在直接正向影响.本研究发现为如何提升微信环境下的顾客信任度提供了管理启示。
[Abstract]:With the further popularization of smart phones and the development of mobile Internet, e-commerce and social network gradually converge, and the business function of WeChat is increasingly enhanced. The customer trust in WeChat environment has become an important theoretical and practical problem in WeChat marketing.In this paper, the influencing factors and mechanism of customer trust in WeChat environment are studied, and the following conclusions are obtained: customer personal trust tendency, merchant trust,WeChat platform trust and institution trust have significant influence on customer trust in WeChat environment.Customer personal trust tendency has direct positive influence on system trust, indirect positive influence on WeChat platform trust, and indirect positive influence on customer trust under WeChat environment.Merchant trust has direct positive influence on WeChat platform trust, and it has indirect positive effect on customer trust tendency under WeChat environment, institution trust has direct positive influence on WeChat platform trust.There is an indirect positive impact on customer trust in WeChat environment and a direct positive impact on customer trust in WeChat platform.The findings of this study provide management implications for how to enhance customer trust in WeChat environment.
【作者单位】：江苏师范大学商学院;南京理工大学经济管理学院;中国矿业大学管理学院;
【基金】：国家自然科学基金重点项目:“基于顾客参与的服务价值共创理论与模式研究”(项目编号:71232008)
【分类号】：F713.55

【相似文献】