C2C交易中的感知风险、情感信任与购买意愿——基于微信朋友圈交易的实证研究  

Perceived Risk,Emotional Trust and Purchase Intention in C2C Transactions--An Empirical Research on Transaction in WeChat Moments

作　　者：耿小庆 Geng Xiao-qing(School of Management Science and Engineering,Tianjin University of Finance&Economics,Tianjin 300222,China)

机构地区：[1]天津财经大学管理科学与工程学院,天津市300222

出　　处：《中国流通经济》2021年第7期75-84,共10页China Business and Market

基　　金：天津市高等学校人文社会科学研究项目“移动电子商务中信任的建立及其演化研究”(20122129)。

摘　　要：信任对消费者购买意愿的影响一直是电商平台的研究重点。现有研究主要围绕传统B2C平台,缺少针对C2C平台特别是微信朋友圈这一新兴C2C平台的相关研究。针对微信朋友圈购物,基于人类行为模型(SOR)理论,选取感知风险和情感信任两个变量作为中介变量,构建模型并解析在C2C交易中感知风险、情感信任对消费者购买意愿的影响。研究发现,关系强度对感知风险存在显著负向作用,感知风险在关系强度和情感信任之间存在完全中介作用;信息质量和感知有用性因素对情感信任存在显著正向作用,对感知风险存在显著负向作用,感知风险在二者与情感信任之间存在部分中介作用;服务质量只对感知风险存在负向作用,对情感信任没有影响,感知风险也不存在中介作用;情感信任正向影响消费者购买意愿,感知风险负向影响购买意愿,情感信任在感知风险和购买意愿之间存在部分中介作用。微信朋友圈中的卖家可以根据影响消费者购买意愿的因素,有针对性地制定营销策略,提升商品的销量。这不仅有利于商家吸引顾客、提高消费者购买意愿,也有利于提高微信平台在网络购物市场的竞争力,进一步推动微商行业的发展。The research of the impact of trust on consumers'purchase intention has always been the focus.Existing studies mainly focus on traditional B2C platforms,but there is the lack of research on C2C platforms,especially the research on WeChat Moments,an emerging C2C platform.Based on the theory of human behavior model(SOR),the author selects such two variables as perceived risk and emotional trust as mediating variables to construct the model,and analyzes the impact of perceived risk and emotional trust on consumers'purchase intention in C2C transactions.The results show that:first,relationship strength has a significant negative effect on perceived risk,and perceived risk completely mediates relationship strength and emotional trust;second,information quality and perceived usefulness have a significant positive effect on emotional trust,and a significant negative effect on perceived risk,and perceived risk has a partial mediating effect on affective trust;third,service quality only has a negative effect on perceived risk,but not on emotional trust,and perceived risk does not have the mediating effect;and fourth,emotional trust has a positive impact on consumers'purchase intention,while perceived risk has a negative impact on consumers'purchase intention,and there is a partial mediating effect between perceived risk and purchase intention.With the consideration of factors having impact on consumers’purchase intention,WeChat Moments merchants should formulate special marketing strategies and increase the sales volume,which will not only be beneficial for the WeChat Moments merchants to attract more consumers and improve consumers’purchase intention,but also be beneficial for us to improve the competitiveness of WeChat platform in the online shopping market and further promote the development of WeChat Moments commercial industry.

关 键 词：微信朋友圈 感知风险 情感信任 购买意愿 SOR模型 

分 类 号：F713.5[经济管理—市场营销]