消费升级下在线信任及其对在线消费行为的影响研究  

Research on Online Trust and Its Influence on Online Consumption Behavior under Consumption Upgrading

作　　者：邓维斌[1,2] 谭春莉 袁野[1,2] Deng Weibin;Tan Chunli;Yuan Ye

机构地区：[1]重庆邮电大学经济管理学院 [2]重庆邮电大学网络协同经济研究中心,重庆400065

出　　处：《复印报刊资料（市场营销）》2022年第1期28-35,共8页

基　　金：国家社会科学基金项目:人工智能产业核心技术突破中的创新共同体构建与协同机制研究(20CGL004);教育部人文社会科学规划基金项目:大数据时代海量电信客户价值评价方法研究(15XJA630003)。

摘　　要：以消费者购买决策理论为基础,探讨消费升级下在线信任及其对在线消费行为的影响,选取商家声誉、物流服务质量、平台功能和促销活动四个维度进行分析。研究表明:在线信任、物流服务质量、平台功能以及促销活动对在线购买意愿的正向影响显著;此外,在线信任在物流服务质量、平台功能以及促销活动对在线购买意愿的影响中起到部分中介作用,在商家声誉对在线购买意愿的影响中起到完全中介作用。当前,在消费升级环境下,线上零售商应注重声誉的打造,通过提高在线信任来降低减轻消费者风险,同时在运营中优化线上购买流程和商品陈列设置,精准匹配促销信息,保持顾客感知优势。Based on the consumer purchase decision theory,this paper discusses the online trust and its impact on online consumption behavior in the context of consumption upgrading,and selects four dimensions:retailer reputa-tion,logistics service quality,platform function and promotional activities.Research findings show that online trust,lo-gistics service quality,platform function and promotional activities have a significant positive impact on online pur-chase intention.In addition,online trust plays a partial mediating role in the impact of logistics service quality,plat-form function and promotional activities on online purchase intention,and completely mediates the impact of retailer reputation on online purchase intention.At present,under consumption upgrading,online retailers should pay atten-tion to the building of reputation,reduce consumer risk by increasing online trust,and optimize online purchase pro-cess and product display settings in operation,at the same time,accurately match promotional information to maintain customer perceived advantage.

关 键 词：消费升级 在线信任 消费行为 线上零售商 

分 类 号：F713.55[经济管理—市场营销] F724.6[经济管理—产业经济]