跨境B2C电子商务背景下文化价值观对顾客初始信任和购买动机的影响研究  

The Influence of Cultural Values on Customer Initial Trust and Purchase Motivation under Cross-border B2C E-commerce

作　　者：颜慧 杜荣[1] 张卫莉[1] YAN Hui;DU Rong;ZHANG Weili(School of Economics and Management,Xi’an University of Electronic Science and Technology,Xi’an 710126,China)

机构地区：[1]西安电子科技大学经济与管理学院,西安710126

出　　处：《信息系统学报》2020年第1期1-14,共14页China Journal of Information Systems

基　　金：国家自然科学基金项目(71771184);陕西高校人文社会科学青年英才支持计划(ER42015060002)。

摘　　要：在跨境B2C电子商务背景下,不同国家的顾客在文化价值观上的差异会使其对同一平台产生不同的信任,从而影响购买动机。结合Hofstede文化维度理论和文化族群理论,本文构建了“文化价值观-信任-购买动机”模型,以远东族群和独立族群为例,探究文化价值观对顾客信任倾向的影响及其对顾客初始信任和购买动机之间关系的调节作用。结果表明:集体主义、刚性、权力距离对信任倾向有负向作用,而不确定性规避对其有正向作用;不确定性规避正向调节初始信任对购买动机的影响效果,而其他维度的调节效果并不完全显著。以上作用结果在两种族群中有显著差异。In cross-border B2C e-commerce,the differences in cultural values among customers will make them have different trusts on the same platform,thus affecting the purchase motivation.This study combines Hofstede's cultural dimension theory and cultural cluster theory to construct“Cultural Values-Trust-Purchasing Motivation”model and explores the influence of cultural values on the relationship between customer trust intention and purchase motivation under the Far Eastern and Independent groups.The results show that collectivism,masculinity and power distance have negative effects on trust intention,while the uncertainty avoidance has positive effect.Uncertainty avoidance positively adjusts the effect of initial trust on purchase motivation,while the adjustment effect of other dimensions is not completely significant.The above effects are significantly different between the two groups.

关 键 词：跨境B2C电子商务 文化价值观 初始信任 信任倾向 购买动机 

分 类 号：F752.1[经济管理—国际贸易]