基于顾客体验的消费者在线购物信任度影响因素分析  

Study of the Factors that Influence the Consumers' Trust on Shopping Online Based on the Customer Experience

作　　者：杨路明[1] 马孟丽[1,2] 

机构地区：[1]云南大学,云南昆明650091 [2]红河学院,云南蒙自661199

出　　处：《西安电子科技大学学报（社会科学版）》2016年第4期30-35,共6页Journal of Xidian University：Social Science Edition

基　　金：国家社科基金项目"中国企业员工知识资本理论与管理研究"(12BGL060);云南省教育厅重点项目"旅游动力下红河哈尼族梯田文化旅游自媒体创新营销研究"(2015Z185);红河学院校级科研项目"少数民族企业家行为与企业文化建设研究"(XJ14Y13);红河学院管理学学科建设项目

摘　　要：随着经济的不断发展,消费者变得越来越成熟和理性,于是许多敏锐的企业开始渐渐地将关注的焦点从最初的产品开发转向"顾客体验"上来,也因此获得了很好的市场回报。尤其是以虚拟方式开展的网络购物活动,由于其渠道的特殊性,研究其顾客在网络消费中的体验问题显得更为重要。文章以网络消费过程中的实体临场感、愉悦感、社会临场感和信任度作为研究的变量,通过逐步回归的分析方法发现,实体临场感对顾客购物过程中的愉悦感有很好的预测作用,而顾客购物过程中的信任度则可通过实体临场感、愉悦感和社会临场感进行预测。With the continuous development of economy, consumers are becoming more and more mature and rational, so many keen companies gradually shifted their attention from initial product development to ＂customer experience＂ and gain a larger share of the market as return. It is important to study customers＇ experience during their online shopping because of the particularity of its channels that work in a virtual way. The research variables of this paper include entity telepresence, social telepresence, pleasure, and trust in the process of network consumption. The result shows that entity telepresence is a good prediction indicator for customers＇ pleasure in the process of online shopping, and customers＇ trust can be predicted through the entity telepresence, pleasure, and social telepresence in the process of online shopping

关 键 词：实体临场感 社会临场感 愉悦感 信任度 

分 类 号：F713.55[经济管理—市场营销]