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The mediating role of consumer trust in an online merchant in predicting purchase intention 总被引：1，自引：0，他引：1
It is widely known in related literature that trust in a merchant reduces the perceived risk of an online transaction. However, there are theoretical reasons to postulate that the perceived risk acts as a barrier to consumer trust. Furthermore, existing studies suggest that trust is an important predictor of purchase intention. Thus, this research aims at investigating the mediating role of consumer trust in an online merchant in the relationships between components of perceived risk and purchase intention: (1) examining the total effect without mediation, and (2) examining the mediation effect. When we probed the total effect, the findings revealed that performance, psychological, financial, and online payment risks have a significant negative influence on purchase intention. On the other hand, an examination of the mediation effect indicated that trust in an online merchant completely mediates the effect of performance risk, but partially mediates that of the psychological risk. Given the mixture of unmediated as well as mediated effect of perceived risks on purchase intention, the paper concludes that efforts, made by online merchants, to lessen certain types of risk will first improve consumer trust, and then ultimately, increase consumer's intention to buy online. 相似文献
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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。 相似文献
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网络信任的缺位是制约电子商务进一步发展的主要瓶颈,探讨消费者信任的决定要素及由此产生的行为意愿,对于指导业界制定正确的消费者信任提升策略具有重要意义。本研究认为,无网络购物经验消费者初始信任的形成和作用机制与有网络购物经验消费者的持续信任形成和作用机制存在较大差异,为此,分别建立了两类消费者的网络信任模型。基于B2C和C2C网站消费者的大样本数据,采用结构方程建模方法,实证检验了理论模型和相应的一系列假设。研究结果表明：（1）两类信任的形成机制存在明显差异。无网络购物经验的消费者,基于对卖家声誉、网站安全性和网站易用性等反映客体（卖家和网站）特征的因素的感知,判断是否应当信任卖家;有网络购物经验的消费者,则更依赖对商家响应能力和联系沟通水平等反映双方互动特征的因素的体验,判断是否应当继续信任卖家。（2）两类信任的作用机制相似。不论是网络初始信任还是网络持续信任,都决定了消费者的信息提供意愿和网上购物意愿,并且网上购物意愿与信息提供意愿正相关。 相似文献
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This study enhances the existing literature on online trust by integrating the consumers’ product evaluations model and technology adoption model in e-commerce environments. In this study, we investigate how perceived value influences the perceptions of online trust among online buyers and their willingness to repurchase from the same website. This study proposes a research model that compares the relative importance of perceived value and online trust to perceived usefulness in influencing consumers’ repurchase intention. The proposed model is tested using data collected from online consumers of e-commerce. The findings show that although trust and e-commerce adoption components are critical in influencing repurchase intention, product evaluation factors are also important in determining repurchase intention. Perceived quality is influenced by the perceptions of competitive price and website reputation, which in turn influences perceived value; and perceived value, website reputation, and perceived risk influence online trust, which in turn influence repurchase intention. The findings also indicate that the effect of perceived usefulness on repurchase intention is not significant whereas perceived value and online trust are the major determinants of repurchase intention. Major theoretical contributions and practical implications are discussed. 相似文献
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徐小龙 《科学．经济．社会》2011,29(1):76-79,84
阐述了虚拟社区的营销价值,剖析了虚拟社区营销价值的形成机理。指出虚拟社区的营销价值来自互动、信息、关系、信任和认同等五个关键要素的作用,其中互动是核心要素。这五个要素改变了消费者与企业之间的传统关系,对消费者行为模式产生深刻的影响。 相似文献
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《Information processing & management》2016,52(6):1142-1160
Increasing use of the Internet gives consumers an evolving medium for the purchase of products and services and this use means that the determinants for online consumers’ purchasing behaviors are more important. Recommendation systems are decision aids that analyze a customer's prior online purchasing behavior and current product information to find matches for the customer's preferences. Some studies have also shown that sellers can use specifically designed techniques to alter consumer behavior. This study proposes a rough set based association rule approach for customer preference analysis that is developed from analytic hierarchy process (AHP) ordinal data scale processing. The proposed analysis approach generates rough set attribute functions, association rules and their modification mechanism. It also determines patterns and rules for e-commerce platforms and product category recommendations and it determines possible behavioral changes for online consumers. 相似文献
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Consumer distrust is only recently beginning to be perceived as an important e-commerce issue and, unlike online trust, the nature and role of distrust is much less established. This study examines the influence of two important consumer characteristics (ethical ideology and risk aversion) on consumer’s ethically-based distrust of online retailers. Also, the moderating role of consumer’s need for personal contact with sales staff is tested. Results from 409 online consumers confirm that both relativist-based ethical ideology and risk aversion are strongly and positively related to consumers’ distrust. Interestingly, our findings show that positive effects of relativism and risk aversion on consumer’s distrust are moderated by consumers’ need for personal interaction, which is more pronounced for those consumers with a high need for personal interaction with retail salespeople. 相似文献
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The purpose of this research is to consider how trust in and perceived risk of a mobile marketplace impact a consumer before installing a mobile application. In particular, trust is considered from the perspective of institutionalized trust, where consumers faced with ignorance rely on institutionalized mechanisms for personal safety. A bidirectional research model is presented based on trust and perceived risk as antecedents to the intent to install a mobile application. Data is collected from a survey of 214 participants and is analyzed using structural equation modeling. Results suggest that institutional loyalty plays a significant role in consumers’ intent to install mobile apps. Trust and its antecedent, security, had strong significant positive relationships with the intention to install mobile apps, while risk and its antecedent, privacy, had weak and insignificant relationships. The bidirectional model’s relationship between trust and risk was also insignificant in both directions, further suggesting that perception of risk is an insignificant factor in the intent to install mobile apps. 相似文献
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首先比较了单物品交易下网络拍卖和固定价格卖家收益的差别,引入固定价格成交概率这一因素,说明了实证和理论研究中两种交易方式收益高低对比出现矛盾的原因。在此基础上,分析了卖家不同的风险态度如何影响网络拍卖和固定价格的选择。结论是当消费者数量较少时,网络拍卖更有益于风险规避的卖家,而固定价格交易则有利于风险偏好的卖家;但当消费者数量较多时,不论卖家的风险态度如何,网络拍卖都能给卖家带来更大的收益。最后,将分析拓展到多物品交易的情况,假设不同时期市场中存在消费者的进入与退出,此时初始消费者的数目对于固定价格卖家收益的影响更大,而每期新进入的消费者数目则会更多地影响拍卖卖家收益。结论是只有当消费者人数很多时固定价格卖家收益才有可能超过拍卖,否则依然是网络拍卖占有优势。交易商品数量越多,拍卖的收益优势就越明显。 相似文献
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网络团购日益成为一种新兴的购物方式。本文通过情景模拟实验,分析了网络团购中时间压力和参照群体对消费者购买意愿的影响,并研究了人格特质对于这些影响的调节作用。研究发现:(1)网络团购中时间压力对消费者的购买意愿有显著的正向影响。(2)网络团购中参照群体(已团购人数)对消费者购买意愿有显著的正向影响。(3)消费者人格特质对于参照群体影响网络团购消费者的购买意愿发生调节作用。消费者的人格特质越偏向于享乐主义,相对深思熟虑者,参照群体对购买意愿越有正向影响。本研究丰富了网络团购消费者行为理论,研究结论对网络团购行业具有重要的参考价值。 相似文献
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Social commerce (s-commerce) has become increasingly impactful to e-commerce and has generated potential economic benefits. With the rise of online privacy concerns, we have seen the need to explain how concerns about privacy affect consumers’ social interaction behavior and purchase decision-making on s-commerce sites. Synthesizing the privacy-trust-behavioral intention (PTB) and consumer decision-making models, this study proposes a comprehensive model by specifically refining its privacy and trust from an institutional perspective and investigating the influences of social interaction on purchase intention and actual purchase behaviors. Our results found that institutional privacy assurance positively influences institutional-based trust, which, in turn, affects online social interactions, and consequently increases the likelihood of product purchases on s-commerce sites. Theoretical development of this research contributes to both marketing and information systems disciplines in the social media era. 相似文献
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IOS中信任、学习与组织绩效关系的实证研究 总被引：1，自引：0，他引：1
近年来，IOS作为一种新的合作形式，已为众多学者所关注。信任作为IOS的本质要素，对其成功起决定性作用。本文通过对在华跨国企业的调研，引入技术性学习这一中介变量，试图对IOS中的企业间的相互信任和企业绩效之间的关系进行实证研究。结果表明，IOS中组织间信任可以通过组织间的技术性学习对组织绩效产生影响。 相似文献
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网络环境下感知风险、信任对消费者购物意愿的影响研究 总被引：1，自引：0，他引：1
感知风险是影响消费者购买行为和决策过程的重要因素,也是消费者行为研究的重要内容,而消费者对网上购物的感知风险更成为促进消费者网上购物的关键。在信任模型的基础上,首先对感知风险理论进行了总结回顾,梳理了以往感知风险理论研究的维度。在分析网络环境下信任、消费者感知风险、购物意愿三者关系的基础上,提出信任是感知风险的前因变量;感知易用性和信任共同影响感知有用性,进而影响购买态度和意愿;同时信任对购买态度有直接影响。基于此提出了网上消费者购买意愿模型,并对今后的研究方向作了展望。 相似文献
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Companies are increasingly relying on social media brand communities to interact with consumers and achieve business values. Thus, it is essential to understand how companies can extract value from consumers in social media brand communities. We develop a model clarifying the dual concept of consumer value and illustrating how consumer-perceived value can be transformed into consumer-generated value from a trust transfer perspective. Specifically, we identify three types of consumer-perceived value: utilitarian, hedonic, and social. We capture consumer-generated value in terms of purchase intention and social media word of mouth. Using a two-wave survey, our results strongly support the research model. Specifically, the three types of consumer-perceived values positively affect consumer trust in social media brand communities, which in turn leads to trust in brand and in social media and, thereafter, consumers’ subsequent social media word of mouth and purchase intentions. Our study makes several contributions to the strategic information systems literature concerning leveraging social media brand communities into business strategies. Theoretically, our study expands the understanding of the dual concept of consumer value in social media brand communities through the trust transfer theory. Practically, our study delivers insights for companies into how social media brand communities can be used as a strategic tool for achieving business values. 相似文献
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从在线消费者网络,基于消费者网络的产品扩散、电商变革等方面对在线消费者网络驱动下的产品扩散研究进行述评。认为未来研究应关注消费者网络产品扩散的影响因素,新兴模式及中国情境下的消费者行为,消费者网络行为涌现及供应链协调,以及考虑消费者网络效应下的平台间竞争问题。 相似文献
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在线评论的出现推动了消费者网络购物决策行为的展开,以DEMATEL方法为基础,研究在线评论有用性的影响因素,为进一步促进消费者网络购物决策,推动网络购物决策理性行为的展开提供理论借鉴。在构建在线评论有用性影响因素体系基础上,运用模糊集理论与DEMATEL方法,分析15个影响在线评论有用性因素的属性及其相互关系,并识别出其中消费者专业知识、评论者信息披露、商品涉入度、评论写作风格、评论及时性以及评论信息完整性等6个关键影响因素。根据研究结论提出消费者信息管理是当务之急,商家需要进一步针对不同价位商品,注重评论内容的管理,促进消费者间的社会交流。 相似文献
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