B2C电子商务中消费者信任演化及其性别差异的跨阶段实证研究

发布时间：2018-04-02 19:16

本文选题：BC电子商务　切入点：消费者信任　出处：《系统管理学报》2016年03期

【摘要】：在B2C电子商务中,消费者信任是动态变化的。但是,现有的研究大多基于某个时间点对信任进行静态分析。将消费者行为发展划分为购前准备、购后交互与关系承诺三阶段,对应于消费者初始信任、一般信任与持续信任三阶段,在此框架基础上,构建了消费者信任演化的三阶段动态模型。采用实验室实验或在线实践后进行问卷调查的方法收集数据,并用结构方程模型软件进行模型验证与假设检验。跨阶段动态跟踪研究的结果表明:1消费者信任、满意与忠诚存在跨阶段的作用路径,其中网站使用程度部分中介了信任对满意的影响,而关系承诺程度则完全中介了满意对忠诚的影响。2在消费者信任动态演化的过程中,消费者的诚实、能力与善意信任不仅受前一阶段相应信任信念影响,而且受到消费者满意与忠诚的积极影响。与先前的信任信念相比,消费者满意与忠诚对信任的影响更大。3在购后交互阶段,消费者满意对信任各维度的积极影响中存在显著的性别差异,相比男性,女性消费者满意对其一般信任的积极影响较大;而在关系承诺阶段,消费者忠诚对其持续信任各维度的积极影响中并不存在显著的性别差异。
[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.
【作者单位】：深圳大学管理学院;哈尔滨工业大学深圳研究生院;
【基金】：教育部人文社会科学研究规划基金资助项目(12YJA630085) 广东省哲学社会科学“十二五”规划一般项目(GD11CGL05) 广东省普通高校人文社会科学研究一般项目(2012WYXM_0051) 国家自然科学基金面上项目(71472056,71172158,71371127)
【分类号】：F724.6

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