社会化商务情境下商家自我呈现对顾客信任的影响研究  

The Influence of Merchants’Self-Presentation on Customer Trust in the Context of Social Commerce

作　　者：刘容 杨佳伟 董晓松 于洪彦[2] LIU Rong;YANG Jiawei;DONG Xiaosong;YU Hongyan(Nanchang University,Nanchang,China;Sun Yat-sen University,Guangzhou,China)

机构地区：[1]南昌大学经济管理学院,南昌市330031 [2]中山大学管理学院

出　　处：《管理学报》2021年第3期418-425,共8页Chinese Journal of Management

基　　金：国家自然科学基金资助项目(72062021,71772183,71862023);江西省高校人文社会科学研究青年基金资助项目(GL18221)。

摘　　要：基于人际吸引理论,探究社会化商务情境下商家自我呈现对顾客信任的影响。通过对具有社会化商务接触经历的顾客进行问卷调查,收集361份有效数据,采用回归分析和Bootstrap方法检验理论模型。研究表明:商家自我呈现正向影响顾客信任;商家自我呈现正向影响感知相似性;感知相似性正向影响顾客信任;感知相似性中介了商家自我呈现对顾客信任的影响;顾客信任倾向正向调节了感知相似性对顾客信任的影响;顾客信任倾向正向调节了感知相似性的中介作用。Based on the interpersonal attraction theory,the study explores the influence of merchants’self-presentation on customer trust in the context of social commerce.Through a questionnaire survey on customers with encounter experience of social commerce,a total of 361 valid data were collected,and regression analysis and Bootstrap methods were used to test the theoretical model.Research results show that:merchants’self-presentation positively affects customer trust and perceived similarity;perceived similarity positively affects customer trust and mediates the effect of merchants’self-presentation on customer trust;customers’trust tendency positively moderates the effect of perceived similarity on customer trust and the mediating effect of perceived similarity.

关 键 词：社会化商务 人际吸引理论 商家自我呈现 顾客信任 感知相似性 

分 类 号：C93[经济管理—管理学]