| 网络谣言对消费者电商平台信任的作用机理研究 |
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| 引用本文： | 万君,郭婷婷,吴正祥.网络谣言对消费者电商平台信任的作用机理研究[J].现代情报,2015,35(5):35-40. |
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| 作者姓名： | 万君 郭婷婷 吴正祥 |
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| 作者单位： | 辽宁工程技术大学营销管理学院, 辽宁 葫芦岛 125105 |
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| 摘 要： | 根据信任的特点,将消费者电商平台信任划分为认知信任和情感信任两个维度,构建了网络谣言影响消费者电商平台信任的概念模型,提出了假设,通过实证分析对假设进行了验证。结果表明网络谣言的内容特性、交互性和传播介质正向影响认知信任,信息环境负向影响情感信任,交互性、意见领袖和传播介质正向影响情感信任,认知信任和情感信任直接制约着消费者电商平台的使用意愿。
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A Research of Affecting Mechanism of Online Rumors on Consumer Trust about E-commerce Platform |
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| Authors: | Wan Jun Guo Tingting Wu Zhengxiang |
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| Institution: | School of Marketing Management, Liaoning Technical University, Huludao 125105, China |
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| Abstract: | According to the characteristics of consumer trust,the paper divided trust into cognitive trust and emotional trust,builds a theoretical model of internet rumors affect consumer trust on E-commerce platform a,hypotheses are proposed and tested by empirical investigations.The results showed content attributes,interaction and propagation medium have positive impact on cognitive trust;online environment has negative impact on emotional trust;interaction,opinion leader,propagation medium are main factors that impact emotional trust;while cognitive trust and emotional trust are critical elements that restricts usage intention. |
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