社交消费中消费者信任及持久信任关系承诺的影响机制  

On the Influencing Mechanism of Consumer Trust and Long-term Trust Relationship in Social Consumption

作　　者：周彦莉 荣梅[2] 冯群 ZHOU Yan-li;RONG Mei;FENG Qun(Business School,University of Jinan,Jinan 250002,Shandong,China;School of Management,Qilu University of Technology(Shandong Academy of Sciences),Jinan 250002,Shandong,China)

机构地区：[1]济南大学商学院,山东济南250002 [2]齐鲁工业大学(山东省科学院)管理学院,山东济南250002

出　　处：《中国流通经济》2020年第9期41-55,共15页China Business and Market

基　　金：教育部人文社会科学研究一般项目(19YJC630237);山东省自然科学基金项目(ZR2018PG004);山东社会科学规划项目(18CGLJ40)。

摘　　要：在社交消费新形态下,消费者交互及信任传递,可带动各种消费内容的快速传递和有效接收,提升消费者购买意愿。信任传递会伴随形成消费者人际信任关系网络,而信任关系网络的稳定性取决于消费者间的信任关系承诺,具有长久稳定信任关系的群体,即可成为企业产品的忠实消费群体。因此,随着社交网络的日益普及和日常化,对社交消费中信任及持久信任关系承诺的影响机制研究便具有了重要价值。基于信任传递理论视角,借鉴组织行为学领域的成熟信任分类理论,对此进行研究发现,消费者间的相似性和专业性特征、相互间传递的信息质量和信息娱乐性会显著影响消费者间的认知信任和情感信任,其中,相似性与认知信任之间的关系受到信息娱乐性和信息质量的中介作用,娱乐性与情感信任间的关系受相似性和专业性的中介作用;另外,消费者间的信任会对其信任关系承诺产生显著影响,部分人际关系特征和信息特征也会对消费者间信任关系承诺产生直接影响,而信息娱乐性对人际关系承诺的影响受到认知信任和情感信任的双中介作用,信息质量对人际关系承诺的影响仅受情感信任的中介作用,相似性和信息质量与专业关系承诺的关系受到认知信任和情感信任的中介作用。企业可建立消费者间由一次信任到长久信任关系,进而实现社交营销长尾效应。In the new form of social consumption,as the link,consumer interaction and trust transmission can promote the rapid delivery and effective reception of various consumer content,and enhance the purchase intention.Through trust transmission,consumers will form a trust network.The stability of this trust relationship network depends on the trust relationship commitment between consumers.In addition,the group with long-term stable trust relationship can become the loyal consumer group of enterprise products.With the popularity and daily use of social networks,it is of great value to study the influencing mechanism of trust and long-term trust relationship commitment in social consumption.Therefore,from the perspective of trust transmission theory and the mature trust classification theory in the field of organizational behavior,the authors carry out study on this.The results show that:the similarity and professional characteristics of consumers,and the quality and entertainment of information transmitted between consumers can significantly affect the cognition-based trust and affect-based trust between consumers;the relationship between similarity and cognitive-based trust is mediated by information entertainment and information quality,while the relationship between entertainment and affect-based trust is mediated by similarity and professionalism;trust between consumers has a significant impact on their trust commitment,and some interpersonal and information characteristics also have a direct impact on trust relationship commitment;the influence of information entertainment on interpersonal commitment is mediated by cognition-based trust and affect-based trust;the influence of information quality on interpersonal commitment is only mediated by affect-based trust;and the relationship between similarity and information quality and information provider commitment is mediated by cognition-based trust and affect-based trust.On this basis,the authors put forward some effective suggestions for enterprises to establish the

关 键 词：人际关系特征 信息特征 认知信任 情感信任 信任关系承诺 

分 类 号：F279.33[经济管理—企业管理]