消费者信任维持:知识性与归属性的视角
|
摘要
信任是变化发展的过程。初始信任一旦建立,保持和维护信任关系是企业面临的关键问题。本研究立足信任阶段性发展观点,重点探讨B2C电子商务中消费者初始信任建立后,信任维持及影响机制;构建信任维持机制研究模型,问卷调查收集数据并用结构方程模型软件进行模型验证与假设检验。研究结果表明:初始信任建立后消费者信任包含基于信息的知识性信任和基于认同的归属性信任,前者对后者有显著积极影响;隐私保护积极影响知识性信任,服务质量积极影响归属性信任,熟悉程度则对知识性信任与归属性信任均产生积极影响;知识性信任与归属性信任均通过消费者满意度间接影响其忠诚度,归属性信任可直接导致忠诚度;隐私保护对归属性信任的影响及服务质量对知识性信任的影响却并不显著。
Trustis the process of change and development. Once the initial trust is established, maintaining and preserving trust relationship is the key issue for the company. From the view of stage development of trust, this article focuses on trust maintenance and its impact mechanism after initial consumer trust establishmentin B2 C e-commerce. which was based on building a trust maintenance mechanism research model and collectingthe questionnaire data and using structural equation modeling software to carry out model verification as well as hypothesis testing. The results show after the initial trust is established, consumer trust includes information-based knowledge-based trust and identity-based attribute trust. The former has a significant positive impact on the latter; privacy protection positively affects knowledge-based trust, and service quality positively affects attribution trust. The degree of familiarity has a positive impact on both knowledge-based trust and attribution trust; both knowledge trust and attribution trust indirectly affect their loyalty through consumer satisfaction, and attribution trust can directly lead to loyalty. Both the impact of privacy protection on attribution, and the impact of service quality on knowledge-based trustare not significant.
Trustis the process of change and development. Once the initial trust is established, maintaining and preserving trust relationship is the key issue for the company. From the view of stage development of trust, this article focuses on trust maintenance and its impact mechanism after initial consumer trust establishmentin B2 C e-commerce. which was based on building a trust maintenance mechanism research model and collectingthe questionnaire data and using structural equation modeling software to carry out model verification as well as hypothesis testing. The results show after the initial trust is established, consumer trust includes information-based knowledge-based trust and identity-based attribute trust. The former has a significant positive impact on the latter; privacy protection positively affects knowledge-based trust, and service quality positively affects attribution trust. The degree of familiarity has a positive impact on both knowledge-based trust and attribution trust; both knowledge trust and attribution trust indirectly affect their loyalty through consumer satisfaction, and attribution trust can directly lead to loyalty. Both the impact of privacy protection on attribution, and the impact of service quality on knowledge-based trustare not significant.
引文
[1]DONEY P M,CANNON J P.An examination of the nature of trust in buyer-seller relationships[J].Journal of Marketing,1997(2):35-51.
[2]GEFEN D.E-commerce:the role of familiarity and trust[J].Omega,2000(6):725-737.
[3]REMPEL J K,HOLMES J G,ZANNA M P.Trust in close relationships[J].Journal of Personality & Social Psychology,1985(1):95-112.
[4]ZUCKER L G.Production of trust:Institutional sources of economic structure[M]// Research in organizational behavior.New York:JAI Press,1986.
[5]SAKO M.Price,quality,and trust:inter-firm relations in Britain and Japan[M].London:Cambridge University Press,1992.
[6]MCALLISTER D J.Affect-and cognition-based trust as foundations for interpersonal cooperation in organizations[J].Academy of Management Journal,1995(1):24-59.
[7]LEWICKI R J,MCALLISTER D J,BIES R J.Trust and distrust:new relationships and realities[J].Academy of Management Review,1998(3):438-458.
[8]SHAPIRO D L,SHEPPARD B H,CHERASKIN L.Business on a handshake[J].Negotiation Journal,1992 (4):365-377.
[9]FUNG R,LEE M.EC-trust (trust in electronic commerce):exploring the antecedent factors[C]// Proceedings of the Fifth Americas Conference on Information System,1999.
[10]DELMANN T,LOOS P.Trust economy:aspects of reputation and trust building for smes in e-business[C]// The Eighth Americas Conference on Information System,2002.
[11]KIM E,TADISINA S.Customers′ initial trust in e-businesses:how to measure customers′ initial trust[C]//Americas Conference on Information Systems,2003.
[12]罗汉洋,林旭东,王赛.从信任到在线忠诚:理论模型与实证研究[J].情报杂志,2010(12):190-194.
[13]罗汉洋,马利军,任际范,等.B2C电子商务中消费者信任演化及其性别差异的跨阶段实证研究[J].系统管理学报,2016(3):484-497.
[14]RATNASINGHAM P.Trust in web-based electronic commerce security[J].Information Management & Computer Security,1998(4):162-166.
[15]易朝辉.创业者与创业投资家的信任结构实证研究 [J].科学学研究,2011(6):914-923.
[16]易朝辉,周发明.风险企业绩效影响研究——基于创业者与创业投资家的信任演变视角[J].科学学研究,2011(4):591-601.
[17]李靖华,阮绍平.我国软件企业外包信任关系的路径演变分析——对杭州的多案例研究[J].科学学研究,2012(3):407-416.
[18]邓靖松,刘小平.企业高层管理团队的信任过程与信任管理[J].科学学与科学技术管理,2008(3):174-177.
[19]王怡然,张楠楠,郭远远.高校创新团队信任及其模式演变的实证研究[J].科技管理研究,2009(9):212-215.
[20]YOO J S,LEE J N,HOFFMANN J.Trust in online shopping:the korean student experience[C]// Hawaii International Conference on System Sciences,2008.
[21]KOUFARIS M,HAMPTON-SOSA W.The development of initial trust in an online company by new customers[J].Information & Management,2004 (3):377-397.
[22]SHANKAR V,URBAN G L,SULTAN F.Online trust:a stakeholder perspective,concepts,implications and future directions[J].Journal of Strategic Information Systems,2002(3/4):325-344.
[23]FLAVIáN C,GUINALíU M.Consumer trust,perceived security and privacy policy[J].Industrial Management & Data Systems,2006(5):601-620.
[24]YOON S J.The antecedents and consequences of trust in online-purchase decisions[J].Journal of Interactive Marketing,2002(2):47-63.
[25]KIM H W,XU Y,KOH J.A comparison of online trust building factors between potential customers and repeat customers[J].Journal of the Association for Information Systems,2004(10):392-420.
[26]CHIOU J,DROGE C.Service quality,trust,specific asset investment,and expertise:direct and indirect effects in a satisfaction-loyalty framework [J].Journal of the Academy of Marketing Science,2006(4):613-627.
[27]LAI F,GRIFFIN M,BABIN B J.How quality,value,image,and satisfaction create loyalty at a Chinese telecom[J].Journal of Business Research,2009(10):980-986.
[28]KIM D J,FERRIN D L,RAO H R.Trust and satisfaction,two stepping stones for successful e-commerce relationships:a longitudinal exploration[J].Information Systems Research,2009(2):237-257.
[29]KIM J,JIN B,SWINNEY J L.The role of etail quality,e-satisfaction and e-trust in online loyalty development process[J].Journal of Retailing and Consumer Services,2009(4):239-247.
[30]OLIVER R L.Expectation processes in satisfaction formation[J].Journal of Service Research,1999(3):196-214.
[2]GEFEN D.E-commerce:the role of familiarity and trust[J].Omega,2000(6):725-737.
[3]REMPEL J K,HOLMES J G,ZANNA M P.Trust in close relationships[J].Journal of Personality & Social Psychology,1985(1):95-112.
[4]ZUCKER L G.Production of trust:Institutional sources of economic structure[M]// Research in organizational behavior.New York:JAI Press,1986.
[5]SAKO M.Price,quality,and trust:inter-firm relations in Britain and Japan[M].London:Cambridge University Press,1992.
[6]MCALLISTER D J.Affect-and cognition-based trust as foundations for interpersonal cooperation in organizations[J].Academy of Management Journal,1995(1):24-59.
[7]LEWICKI R J,MCALLISTER D J,BIES R J.Trust and distrust:new relationships and realities[J].Academy of Management Review,1998(3):438-458.
[8]SHAPIRO D L,SHEPPARD B H,CHERASKIN L.Business on a handshake[J].Negotiation Journal,1992 (4):365-377.
[9]FUNG R,LEE M.EC-trust (trust in electronic commerce):exploring the antecedent factors[C]// Proceedings of the Fifth Americas Conference on Information System,1999.
[10]DELMANN T,LOOS P.Trust economy:aspects of reputation and trust building for smes in e-business[C]// The Eighth Americas Conference on Information System,2002.
[11]KIM E,TADISINA S.Customers′ initial trust in e-businesses:how to measure customers′ initial trust[C]//Americas Conference on Information Systems,2003.
[12]罗汉洋,林旭东,王赛.从信任到在线忠诚:理论模型与实证研究[J].情报杂志,2010(12):190-194.
[13]罗汉洋,马利军,任际范,等.B2C电子商务中消费者信任演化及其性别差异的跨阶段实证研究[J].系统管理学报,2016(3):484-497.
[14]RATNASINGHAM P.Trust in web-based electronic commerce security[J].Information Management & Computer Security,1998(4):162-166.
[15]易朝辉.创业者与创业投资家的信任结构实证研究 [J].科学学研究,2011(6):914-923.
[16]易朝辉,周发明.风险企业绩效影响研究——基于创业者与创业投资家的信任演变视角[J].科学学研究,2011(4):591-601.
[17]李靖华,阮绍平.我国软件企业外包信任关系的路径演变分析——对杭州的多案例研究[J].科学学研究,2012(3):407-416.
[18]邓靖松,刘小平.企业高层管理团队的信任过程与信任管理[J].科学学与科学技术管理,2008(3):174-177.
[19]王怡然,张楠楠,郭远远.高校创新团队信任及其模式演变的实证研究[J].科技管理研究,2009(9):212-215.
[20]YOO J S,LEE J N,HOFFMANN J.Trust in online shopping:the korean student experience[C]// Hawaii International Conference on System Sciences,2008.
[21]KOUFARIS M,HAMPTON-SOSA W.The development of initial trust in an online company by new customers[J].Information & Management,2004 (3):377-397.
[22]SHANKAR V,URBAN G L,SULTAN F.Online trust:a stakeholder perspective,concepts,implications and future directions[J].Journal of Strategic Information Systems,2002(3/4):325-344.
[23]FLAVIáN C,GUINALíU M.Consumer trust,perceived security and privacy policy[J].Industrial Management & Data Systems,2006(5):601-620.
[24]YOON S J.The antecedents and consequences of trust in online-purchase decisions[J].Journal of Interactive Marketing,2002(2):47-63.
[25]KIM H W,XU Y,KOH J.A comparison of online trust building factors between potential customers and repeat customers[J].Journal of the Association for Information Systems,2004(10):392-420.
[26]CHIOU J,DROGE C.Service quality,trust,specific asset investment,and expertise:direct and indirect effects in a satisfaction-loyalty framework [J].Journal of the Academy of Marketing Science,2006(4):613-627.
[27]LAI F,GRIFFIN M,BABIN B J.How quality,value,image,and satisfaction create loyalty at a Chinese telecom[J].Journal of Business Research,2009(10):980-986.
[28]KIM D J,FERRIN D L,RAO H R.Trust and satisfaction,two stepping stones for successful e-commerce relationships:a longitudinal exploration[J].Information Systems Research,2009(2):237-257.
[29]KIM J,JIN B,SWINNEY J L.The role of etail quality,e-satisfaction and e-trust in online loyalty development process[J].Journal of Retailing and Consumer Services,2009(4):239-247.
[30]OLIVER R L.Expectation processes in satisfaction formation[J].Journal of Service Research,1999(3):196-214.