第三方信任服务对在线购物意愿的作用机理  

The Experimental Analysis of the Roles of Third Party Trust Service on Online Purchase Intentions

作　　者：王全胜[1] 王永贵[2] 陈传明[1] 

机构地区：[1]南京大学管理学院,江苏南京210093 [2]对外经济贸易大学,北京100029

出　　处：《经济管理》2009年第7期102-109,共8页Business and Management Journal ( BMJ )

基　　金：国家自然科学基金项目"两阶段购物过程的消费者渠道选择行为实证研究"(70772035)

摘　　要：对于国内日趋增多的新兴B2C电子商务企业而言,究竟能否通过第三方信任服务来提升消费者信任感进而增强其购物意愿,已经成为广受关注的话题。本文通过实验探索和验证了由第三方提供的安全与隐私、企业排名和契约担保信任服务对于消费者在线购物意愿产生作用的机理,揭示出它们对消费者的初始信任和感知风险以及购物意愿的影响。研究结果发现,3种信任服务机制对初始信任都存在显著的积极影响,但对于感知风险的影响却并不显著,感知风险在初始信任与购物意愿之间还发挥着部分中介的作用。For more and more newly established B2C firms, it is wtal whether trust services provided by third parties can influence consumers＇ trust and enhance their purchasing intention or not. This research employs an experimental study to test the effects of three typical trust servicessecurity and privacy service, rating service and the escrow service- on consumers＇ purchase intentions, to reveal their impacts on consumers＇ initial trust and perceived risk. The result of study showed that three trust service mechanisms had significant effects on initial trust in the e-shop and no significant impacts on perceived risk. Furthermore, it was found that perceived risk plays a partial mediating role in the relationship between initial trust and purchase intentions.

关 键 词：信任服务 初始信任 感知风险 购物意愿 在线消费者 

分 类 号：F724.6[经济管理—产业经济]