网购中消费者体验对信任的动态影响机制  

Research on Dynamic Influence of Consumer's Experience on Trust in Online Shopping

作　　者：赵宏霞[1] 

机构地区：[1]渤海大学管理学院,辽宁锦州121013

出　　处：《中国流通经济》2015年第6期78-87,共10页China Business and Market

基　　金：教育部人文社会科学基金项目"关系营销;消费体验与B2C电子商务信任的建立及维系"(项目编号:10YJC630407);国家自然科学基金项目"网络购物的供应链结构;机制设计与产品质量诚信激励"(项目编号:71201012)的阶段性成果

摘　　要：消费者对网购的体验及信任均为多阶段过程,两者存在相互影响、协同演进的关系,通过构建两者相互影响的动态模型,发现认知体验、互动体验和情感体验之间存在相互递进的关系,计算型信任、知识型信任和认同型信任之间也存在递进关系,认知体验、互动体验和情感体验分别与计算型信任、知识型信任和认同型信任正相关,并且知识型信任正向影响情感体验。It is believed that both consumer’s experience and trust in online shopping are a multi-stage process;and there is interaction and co-evolution relationship between them. By building a dynamic model of their interaction,the author finds that there existed a forwarding relationship between the cognitive experience,interactive experience and emotional experience,so did for the calculation-based trust,knowledge-based trust and identity-based trust. Further,the cognitive experience,interactive experience and emotional experience are positively correlated with calculation-based trust,knowledge-based trust and identity-based trust respectively,and knowledge-based trust positively affects the emotional experience.

关 键 词：认知体验 互动体验 情感体验 知识型信任 计算型信任 认同型信任 

分 类 号：F274[经济管理—企业管理]