购买流程客制化对在线零售品牌信任影响路径  

The Impact Path of Customization Procedures to Online Retailer's Brand Trust

作　　者：刘铁[1] 李桂华[1] 卢宏亮[2] 

机构地区：[1]南开大学商学院,天津300071 [2]东北林业大学经济管理学院,黑龙江哈尔滨150040

出　　处：《工业工程与管理》2014年第5期7-12,51,共7页Industrial Engineering and Management

基　　金：国家自然科学基金资助项目(71302065)

摘　　要：通过相关文献回顾和对在线购买顾客的实际调查,提出了线上线下不同购买流程阶段的客制化应当包括信息交互客制化、交易客制化和履行客制化,并实证考察了购买流程客制化通过顾客感知控制对品牌信任的影响机理。对433份问卷数据的结构方程模型分析表明,信息交互客制化、交易客制化、线下履行客制化显著正向影响顾客对购买流程的感知控制;购买流程客制化通过感知控制的中介作用,影响顾客对在线零售商的品牌信任。明确了在线零售商线上线下购买流程的相互关系,并提出了通过购买流程客制化获取顾客品牌信任的策略建议。After reviewing the literature,this research investigated the mechanism of customization procedures on customers＇ perceived control and online retailer＇s brand trust by a large sample survey.According to the literature review and interviews,research extracted three kinds of customization procedures：information interaction customization,transaction customization in online processes and fulfillment customization in off line processes.The SEM analysis to 433 questionnaires showed：information interaction customization,transaction customization and fulfillment customization procedures have significant effect on brand trust to online retailer,perceived control has mediator effect between customization procedures and brand trust.Theoretical and practical contributions and implications are discussed.

关 键 词：信息交互客制化 交易客制化 履行客制化 感知控制 品牌信任 

分 类 号：C931[经济管理—管理学]