顾客信任转移对传统零售商线上延伸绩效的作用机制  

The Influence Mechanism of Trust Transference on Online Extension Performance of Brick-and-mortar Retailers

作　　者：汪旭晖[1] 徐健[1] 张其林[1] 李燕艳[1] 

机构地区：[1]东北财经大学工商管理学院

出　　处：《中大管理研究》2014年第1期1-20,共20页China Management Studies

基　　金：国家自然科学基金项目(71272050);教育部人文社会科学研究一般项目(12YJA630115);霍英东教育基金会高等院校青年教师基金项目(131078);辽宁省百千万人才工程项目(2011921055)的阶段性成果

摘　　要：在线市场是传统零售商扩大市场份额的重要领域,如何提升线上延伸绩效成为传统零售企业亟待解决的关键问题。本文从渠道协同角度出发,探索传统零售商线下渠道顾客信任如何转移到线上渠道,以及其对线上延伸绩效的作用机制。采用问卷调查收集409个有效的消费者样本,运用结构方程模型检验了线下信任、心流体验、结构保证、线上信任以及线上商店忠诚之间的影响关系。研究结果表明：线下顾客信任对线上顾客信任、顾客在线购物的心流体验以及在线交易环境下的结构保证均有正向影响；而顾客在线购物的心流体验和在线交易环境下的结构保证都对线上顾客信任具有显著的正向影响；顾客在线购物的心流体验和线上顾客信任对线上商店忠诚均有正向影响。Online market has become an important area where traditional retailers expand their market share. How to improve online extension perlbrmance of traditional retailers has become an important and urgent question. From channels collaborative point of view, this study investigates the paths of trust transference from offiine to online, and the influence mechanism of trust transference on online extension performance of brick-and-mortar retailers. The survey collects 409 valid consumer samples, and empirical analyses are performed using structural equations modeling analysis to test the relationships among offline trust, flow experience, structural assurance, online trust and online store loyalty. The findings confirm that the offline customer trust positively influences online customer trust, customer flow experience of online shopping and structural assurance under online retail environment; customer flow expericnce of online shopping and structural assurance under online retail environment both have significant positive impacts on online customer trust; customer flow experience of＂ online shopping and online customer trust, both positively influence online store loyalty

关 键 词：线下信任 信任转移 线上信任 线上商店忠诚 

分 类 号：F724.6[经济管理—产业经济] F713.55