多层次信任、角色冲突与C2C微商买方购买决策:“差序格局”视角的研究  

Multilevel Trust,Role Conflict,and Buying Decision of C2C WeChat Business Buyer:A Differential Mode of Association Perspective

作　　者：周晶[1] 张闯 李振月 沈璐 ZHOU Jing;ZHANG Chuang;LI Zhenyue;SHEN Lu(School of Economics and Management,Dalian University of Technology,Dalian 116024,Liaoning,China;Abbott Laboratories Trading(Shanghai)Co.,Ltd.,Beijing 100045,China;School of Maritime Economics and Management,Dalian Maritime University,Dalian 116026,Liaoning,China)

机构地区：[1]大连理工大学经济管理学院,辽宁大连116024 [2]雅培贸易(上海)有限公司,北京100045 [3]大连海事大学航运经济与管理学院,辽宁大连116026

出　　处：《系统管理学报》2024年第4期1069-1085,共17页Journal of Systems & Management

基　　金：国家社会科学基金重大项目(21&ZD120);国家自然科学基金青年科学基金资助项目(72202027);中央高校基本科研业务费资助项目(DUT23RC(3)034)。

摘　　要：鉴于C2C微商购物的本土背景和社交网络特点,从差序格局的角度探讨在买卖双方不同类型的初始社交关系中,不同层次的信任对买方购买意愿的影响,以及买方感知的角色冲突对其购买意愿与购买行为关系的调节作用。研究发现,买卖双方初始关系为拟家人时,人际信任对买方购买意愿具有显著促进作用,而圈子信任与制度信任的影响作用不显著;熟人类别时,3个层次的信任无显著差异,均可显著促进购买意愿;生人类别时,只有制度信任显著促进购买意愿,而人际信任与圈子信任的作用不显著。买卖双方关系发展路径是“先商后友”和“先友后商”情境下,买方感知角色冲突对购买意愿和购买行为的关系分别具有负向与正向的调节作用。研究发现丰富和拓展了网络营销理论与信任理论研究文献,推进了营销学研究的本土化,并为C2C微商卖方提升绩效提供了管理建议。Given the localization background and the characteristics of social network of C2C(customer to customer)WeChat business,this paper,from the perspective of differential mode of association,discusses the influence of different levels of trust on buyer’s purchase intention in different initial relationship categories between buyers and sellers,as well as the moderating effect of buyer’s perception of role conflict on the relationship between purchase intention and purchase behavior.The results suggest that when the initial relationship between the seller and the buyer is quasi-family,the promoting effect of interpersonal trust on the buyer’s purchasing intention is the strongest,while quanzi-based and institutional trust make no difference.When the initial relationship is acquaintance,the three levels of trust make no significant difference.When the initial relationship is stranger,the promoting effect of institutional trust on the buyer’s purchasing intention is the strongest,while quanzi-based and interpersonal trust make no difference.The buyer’s perceived role conflict positively moderates the relationship between purchasing intention and behaviors under the condition of“friends after businesspeople”,while negatively moderates the relationship under the condition of“businesspeople after friends”.These findings promote the localization of marketing research,enrich online marketing theory and trust theory research,and provide advice for C2C Wechat business sellers to increase performance.

关 键 词：人际信任 圈子信任 制度信任 差序格局 角色冲突 C2C微商 

分 类 号：F724.6[经济管理—产业经济]