网络直播购物模式中的买卖双方互信研究  

Research on Mutual Trust between Buyers and Sellers in Online Live Shopping Mode

作　　者：陈迎欣 郜旭彤 文艳艳 CHEN Ying-xin;GAO Xu-tong;WEN Yan-yan(School of Economics and Management,Harbin Engineering University,Harbin 150001,China;College of Humanities and Social Sciences,Xi’an University of Posts and Telecommunications,Xi'an,710100,Shaanxi,China)

机构地区：[1]哈尔滨工程大学经济管理学院,黑龙江哈尔滨150001 [2]西安邮电大学人文社科学院,陕西西安710100

出　　处：《中国管理科学》2021年第2期228-236,共9页Chinese Journal of Management Science

基　　金：国家社会科学基金资助一般项目(17BGL181)。

摘　　要：为了研究在线交互对在线购物顾客信赖的内部影响机制,基于交互观点将社交存在作为媒介变量引入,构建交互信任模型。研究发现客户对于网络购物中空间临场感、社会临场感的搭建都基于互动机制来实现,而互动机制是由顾客、网站以及卖方组成的三方主体。其中,空间临场感和社会临场感对于客户与线上购物信任感的搭建机制有一定的影响作用,并且依据信任感类型的不同,可分为能力型信任、诚信型信任和善意型信任三类。空间临场感打造第一种类型的信任感,而社会临场感打造后两种信任感。为提升网络直播购物模式中的买卖双方互信水平,还根据课题调研结果给出了相应建议。In order to study the intrinsic influence mechanism of online interaction on customer trust in online live shopping,based on the interactive perspective,the social presence is introduced as a mediator variable,and a model between interaction and trust is constructed.It is found that the customer’s sense of space presence and social presence in online shopping is realized based on the interaction mechanism,which is a three-party body composed of customers,websites and sellers.Among them,the sense of space presence and social presence have a certain influence on the construction mechanism of customers and online shopping trust,and depending on the type of trust,it can be divided into three categories:competence trust,honest trust and good faith trust.Space presence creates the first type of trust,and social presence creates two senses of trust.In order to improve the level of mutual trust between buyers and sellers in the online live shopping model,the research also gives corresponding suggestions based on the research results of the project.

关 键 词：卖家-顾客互动 社会临场感 互信研究 

分 类 号：F713.36[经济管理—产业经济]