C2C环境下顾客初始信任的影响机制研究:网上购物经验的调节作用  

A Research on the Formation Mechanism of Customers' Initial Trust under C2C Environment: The Moderation Effect of Online Shopping Experience

作　　者：马钦海[1] 赵佳[1] 张跃先[2] 郝金锦[1] 

机构地区：[1]东北大学工商管理学院,沈阳110004 [2]东北大学秦皇岛分校经贸学院,秦皇岛066004

出　　处：《管理评论》2012年第7期70-81,98,共13页Management Review

基　　金：国家自然科学基金项目(70772096)

摘　　要：本文基于网上购物经验不同的顾客,运用实证研究探讨了C2C环境下顾客初始信任的影响机制。结果表明,感知产品、感知信用评分和感知客户评论均显著影响顾客初始信任;网上购物经验显著调节感知产品和感知信用评分对顾客初始信任的影响,而对感知客户评论与初始信任的关系未起到显著调节作用。本文深化了顾客初始信任的理论研究,对网上店铺赢得顾客初始信任及顾客购买意愿具有实践意义。Based on customers with different online shopping experience, this empirical research explores the impact mechanism of consumer initial trust in a C2C context. Both perceived products, perceived reputation ratings and online feedback significantly influence consumers initial trust; online shopping experience significantly moderates the impact of perceived reputation ratings and perceived product on consumers＇ initial trust, while the experience does not significantly moderate the relationship between online feedback and initial trust. These conclusions have theoretical significance for the research of consumer initial trust, and practical implications for online stores to win consumer initial trust and purchase intention.

关 键 词：感知信用评分 感知客户评论 感知产品 初始信任 网上购物经验 

分 类 号：F713.36[经济管理—产业经济]