B2C电子商务中消费者信任演化及其性别差异的跨阶段实证研究  

Cross-stage Empirical Study on the Evolution of Consumers' Trust and Gender Difference in B2C E-business

作　　者：罗汉洋[1] 马利军[1] 任际范[2] 陆强[2] 

机构地区：[1]深圳大学管理学院,广东深圳518060 [2]哈尔滨工业大学深圳研究生院,广东深圳518055

出　　处：《系统管理学报》2016年第3期484-497,共14页Journal of Systems & Management

基　　金：教育部人文社会科学研究规划基金资助项目(12YJA630085);广东省哲学社会科学"十二五"规划一般项目(GD11CGL05);广东省普通高校人文社会科学研究一般项目(2012WYXM_0051);国家自然科学基金面上项目(71472056;71172158;71371127)

摘　　要：在B2C电子商务中,消费者信任是动态变化的。但是,现有的研究大多基于某个时间点对信任进行静态分析。将消费者行为发展划分为购前准备、购后交互与关系承诺三阶段,对应于消费者初始信任、一般信任与持续信任三阶段,在此框架基础上,构建了消费者信任演化的三阶段动态模型。采用实验室实验或在线实践后进行问卷调查的方法收集数据,并用结构方程模型软件进行模型验证与假设检验。跨阶段动态跟踪研究的结果表明:1消费者信任、满意与忠诚存在跨阶段的作用路径,其中网站使用程度部分中介了信任对满意的影响,而关系承诺程度则完全中介了满意对忠诚的影响。2在消费者信任动态演化的过程中,消费者的诚实、能力与善意信任不仅受前一阶段相应信任信念影响,而且受到消费者满意与忠诚的积极影响。与先前的信任信念相比,消费者满意与忠诚对信任的影响更大。3在购后交互阶段,消费者满意对信任各维度的积极影响中存在显著的性别差异,相比男性,女性消费者满意对其一般信任的积极影响较大;而在关系承诺阶段,消费者忠诚对其持续信任各维度的积极影响中并不存在显著的性别差异。In B2CE-business,consumers＇ trust changes dynamically.However,the existing studies mainly employ static way which is based on a certain point of time.In this study,the development of consumer behavior is divided into three stages： pre-purchase preparation, post-purchase interaction and relationship commitment,and consequently,the development of consumers＇ trust is classified into three phases：initial trust,post-transaction general trust and continuous trust.Using this framework,we construct a three-stage dynamic model for the evolution of the consumers＇ trust.We collected data using questionnaire after lab experiment or online practice.The model and hypotheses are tested using Structured Equation Model software.The research results show that：there are cross-stage effect paths among consumers＇ trust,satisfaction and loyalty,where website usage degree partially mediates the effect of trust on satisfaction,but relationship commitment degree fully mediates the influence of satisfaction on loyalty;during the dynamic evolution process of consumers＇ trust,consumers＇ integrity,ability and benevolence trusting belief is not only affected by the corresponding belief at the former stage,but also is more influenced by consumers＇ satisfaction and loyalty;Moreover,at the post-purchase interaction stage,there are significant gender differences in the effect of satisfaction on the three trust dimensions：compared with male consumers,female ones＇ satisfaction has a more positive effect on their general trust while there are no remarkable gender differences in the effect of loyalty on the three trust dimensions.

关 键 词：B2C电子商务 消费者信任 演化 动态模型 性别差异 

分 类 号：C93[经济管理—管理学]