网络消费者互动对初始信任的影响—群体趋同的中介效应研究

发布时间：2018-05-18 01:42

本文选题：网络互动 + 趋同效应　；参考：《暨南大学》2015年硕士论文

【摘要】：获取消费者初始信任是促使消费者产生购买行为的心理前提,因此如何让消费者形成初始信任一直是学术和实践中探究的前沿话题。现有的研究对消费者初始信任的形成机制,从企业(或网站),网上购物,支付安全这几个方面出发,忽视了人与人的关系对于消费者信任的影响。然而,在Web2.0中的消费者之间的网络互动已成为人们不可或缺的社会交往活动,并对消费者心理以及购物行为产生深刻的影响。因此本研究将研究焦点聚集在网络消费者之间社会化互动上,目的就是探讨网络消费者群体互动对消费者初始信任影响的内在机制。在国内外相关学者的研究基础之上,探知如何通过引导网络消费者群体进行良性互动,增强消费者之间的黏性,提高消费者互动体验来形成消费者对于网站以及产品的初始信任,力求建立一个以网络消费者为中心的信任模型。该模型以S-O-R模型为理论框架,以消费者网络互动刺激因素(S),以消费者趋同效应为机体(O),以初始信任为反应(R),剖析了网络互动、趋同效应、初始信任三者之间的关系构建。本研究采用问卷调查的方法,研究结果表明:产品互动与人际互动对认知趋同与情绪趋同都有显著的正向影响;消费者认知趋同与情绪趋同对消费者初始信任有显著的正向影响。
[Abstract]:Obtaining consumers' initial trust is the psychological premise to urge consumers to purchase behavior, so how to make consumers form initial trust has always been a frontier topic in academic and practical research. The existing research on the formation mechanism of consumer initial trust, from the enterprise (or website, online shopping, payment security), ignore the relationship between people to consumer trust. However, the online interaction between consumers in Web2.0 has become an indispensable social interaction, and has a profound impact on consumer psychology and shopping behavior. Therefore, this study focuses on the social interaction between consumers on the Internet, the purpose of this study is to explore the internal mechanism of the impact of online consumer group interaction on the initial trust of consumers. Based on the research of relevant scholars at home and abroad, this paper explores how to enhance the viscosity of consumers by guiding the network consumers to interact with each other. To improve consumer interaction experience to form consumers' initial trust in websites and products, and strive to establish a trust model centered on online consumers. This model takes the S-O-R model as the theoretical framework, takes the consumer network interaction stimulation factor as the stimulus factor, takes the consumer convergence effect as the organism, takes the initial trust as the response, analyzes the network interaction, the convergence effect, the initial trust three relations construction. The results show that: product interaction and interpersonal interaction have significant positive effects on cognitive convergence and emotional convergence; Consumer cognitive convergence and emotional convergence have significant positive effects on consumers' initial trust.
【学位授予单位】：暨南大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F724.6;F713.55

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