关系营销、网店声誉对B2C电子商务交易信任的影响  

Research on the Effect of Relationship Marketing and Net-shop Reputation on the Transaction Trust in Ecommerce

作　　者：赵宏霞[1] 刘岩峰[1] 

机构地区：[1]渤海大学管理学院,辽宁锦州121013

出　　处：《软科学》2013年第8期80-84,共5页Soft Science

基　　金：国家自然科学基金项目(71201012;71172218);教育部人文社会科学基金项目(10YJC630407)

摘　　要：以网店声誉为中间变量,讨论了关系营销对B2C电子商务中消费者信任的作用路径。通过实证分析发现关系营销中的沟通策略和关系投资策略均显著影响网店声誉,网店声誉显著影响消费者信任,并且沟通策略和关系投资两个变量对消费者信任的直接影响小于其通过网店声誉对消费者信任的间接影响。This paper discusses the influence path of relationship marketing on the transaction trust in e - commerce, with the net - shop reputation used as intermediate variable. The result shows that the communication and relationship investment in relationship marketing affect the net - shop reputation significantly, and net - shop reputation affects the network trust. Furthermore, the direct influence of communication and relationship investment on trust is less than the indirect influence of reputation on trust.

关 键 词：电子商务 信任 关系营销 声誉 

分 类 号：F713.365[经济管理—产业经济]