零售商品牌线上线下的信任整合研究  

A research on trust integration of online and offline retailer brands

作　　者：谢庆红[1] 曾常发 付晓蓉[1] 李彦慧[1] 

机构地区：[1]西南财经大学工商管理学院,四川成都610074

出　　处：《科研管理》2015年第12期110-119,共10页Science Research Management

基　　金：西南财经大学"中央高校基本科研业务费专项资金)"项目(项目号:JBK140915;起止时间:2014-2015);国家自然科学基金项目(项目号:71272244;起止时间:2013-2016)~~

摘　　要：零售商的双渠道信任整合既是一个重要的理论问题,也是零售实践中迫切需要解决的难题。本研究以对"苏宁"实体店铺具有初始信任的消费者为研究对象,探究其有线上体验感知后,对该零售品牌的整体信任水平的变化。笔者构建了包括线下信任、结构保证、心流体验、感知一致性等要素对线上、线下信任整合的影响机制模型。研究发现,消费者对零售商店铺的线下信任能够正向影响零售商品牌的信任整合水平,且不同水平的线下信任对零售商品牌信任整合的影响机制不同。在低线下信任情景下,消费者在线上感知的结构保证、心流体验直接作用于零售商品牌的信任整合。高线下信任情景下的消费者,通过线上线下的感知一致性影响零售商品牌的整体信任。本研究发现为零售商进一步提升品牌信任提供了管理启示。Online and oflline trust integration is not only an important theoretical issue, but also a problem that needs to be ad- dressed urgently. In this study, we investigate the consumer trust integration of Suning Appliance and explore the impact of con- sumer＇ s perception of online store on the overall level of trust in the retailer brand. A theoretical model is built to analyze the im- pact of various factors such as offine trust, structural assurance, flow experience and perceptual consistency on online and offline trust integration. We find that the consumer trust in offine stores has significant impact on the overall level of trust in brand and the magnitudes of these effects vary depending on the level of offline trust. For consumers with lower trust in oflline stores, the structural assurance of consumer＇ s perception of online store and flow experience has a significant impact on the trust integration. For consumers with higher trust in offline stores, the perceptual consistency has more significant impact on the trust integration. This study also provides managerial insights for improving consumer trust in retailers.

关 键 词：信任整合 整体信任 线上信任 心流体验 结构保证 感知一致性 

分 类 号：C93[经济管理—管理学]