如何利用微信订阅号建立信任:基于信任转移  

作　　者：秦芬[1] 严建援[1] 

机构地区：[1]南开大学商学院,天津300071

出　　处：《企业经济》2020年第3期90-97,共8页Enterprise Economy

基　　金：国家社科基金一般项目“基于文本挖掘的网络社会化媒体用户隐私披露研究”(项目编号:18BGL267)。

摘　　要：从自媒体商业模式出发,基于微信订阅号提供信息和电商服务的双重职能,结合信任转移和使用与满足理论,探究用户对订阅号电商服务信任的形成机制。研究发现:用户对订阅号内容的感知信息价值和享乐价值正向影响其对内容服务的信任,并且通过信任转移,形成对电商服务的信任,而用户对内容服务的信任在此过程中发挥中介作用;感知群体性正向影响对电商服务的信任;男性比女性更容易基于享乐价值形成对内容服务的信任,且信任更容易转移;原创性不调节感知价值对内容信任的影响。因此,自媒体运营者应重视用户信任,关注内容的感知价值;明确读者类型,提高内容、产品的关联性;保证内容、电商服务运营机制的一致性。Starting from the self-media business model,based on the dual functions of information provision and e-commerce service of WeChat subscription account,combined with the theory of trust transfer and use and satisfaction,this paper explores the formation mechanism of users'trust in subscription account e-commerce services.Results show:users’perceived information value and hedonism value of subscription account content during experience positively affects their trust in content service,then through trust transfer,forming trust in e-commerce service,and users’trust in content service plays an intermediary role in the process;perceived group positively influence the trust in e-commerce service;compared to women,men are more likely to form trust in content based on hedonic value and transfer trust;and the originality of the WeChat accounts does not moderate the influence of perceived value on content trust.Based on the findings,this research proposes that We-media operators should pay attention to user trust and perceived value of content,identify the types of readers and improve the relevance of content of products,and ensure the consistency of content and e-commerce service operation mechanism.

关 键 词：微信订阅号 自媒体商业模式 感知价值 信任 信任转移理论 

分 类 号：F274[经济管理—企业管理]