跨平台多元协同下消费者信任的影响因素研究
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摘要
以网购服务平台、快递物流平台和网商为研究对象,将三个平台看作有机整体,提出跨平台多元协同的概念,并确定协同的维度,利用结构方程从信用协同、信息协同、服务协同和管理协同四个方面研究跨平台多元协同对消费者能力维、诚实维和善意维三个信任维度的影响,得出信用协同中的交易安全保障、信息协同中的信息共享程度、服务协同中的服务标准执行、管理协同中的业务流程顺畅会对消费者信任产生显著影响,为进一步提升消费者信任提供理论依据。
This thesis,taking the online shopping service platform,expresses logistics platform and online business as the research objects and considering the three platforms as an organic whole,puts forward the concept of cross-platform multiple synergies and determines the dimension of the synergy.By using structural equation,this thesis also studies the influence of cross-platform multiple synergies on the consumerscapability,honesty and kindness from the four aspects:credit synergy,information synergy,service synergy and management synergy.It concludes that the security of transaction in the credit synergy,the degree of the shared information in the information synergy,the enforcement of the service standards in service synergy,and the smooth of business process in the management synergy have a significant influence on consumer trust,which provides a theoretical basis to further strengthen consumer trust.
This thesis,taking the online shopping service platform,expresses logistics platform and online business as the research objects and considering the three platforms as an organic whole,puts forward the concept of cross-platform multiple synergies and determines the dimension of the synergy.By using structural equation,this thesis also studies the influence of cross-platform multiple synergies on the consumerscapability,honesty and kindness from the four aspects:credit synergy,information synergy,service synergy and management synergy.It concludes that the security of transaction in the credit synergy,the degree of the shared information in the information synergy,the enforcement of the service standards in service synergy,and the smooth of business process in the management synergy have a significant influence on consumer trust,which provides a theoretical basis to further strengthen consumer trust.
引文
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[2]Das,T.K.Between trust and control:Developing confidence in partner cooperation in alliance[J].Academy of Management Review,1998,23(3).
[3]Lee E.J.,Overby J.W..Creating Value for Online Shoppers:Implications for Satisfaction and Loyalty[J].Journal of Consumer Satisfaction,2004(17).
[4]赵红霞.B2C环境下消费者信任的影响因素及作用机制研究[D].阜新:辽宁工程技术大学,2010.
[5]许科.员工对领导者信任的结构研究[D].开封:河南大学,2005.
[6]李巍,王志章.网络口碑发布平台对消费者产品判断的影响研究---归因理论的视角[J].管理学报,2011,8(9).
[7]梁菁.网购消费者的信任动态过程研究[D].南京:南京大学,2013.
[8]徐彪,张媛媛,张珣.负面事件后消费者信任受损及其外溢机理研究[J].管理科学,2014(2).
[9]赵宏霞,王新海,周宝刚.B2C网络购物中在线互动及临场感与消费者信任研究[J].管理评论,2015(2).
[10]张新,马良,王高山.朋友推荐对消费者购买意愿的影响:基于信任的中介作用[J].山东财经大学学报,2016(5).
[11]李琪,殷猛,王璇.网上信用服务对消费者信任感知的影响研究[J].软科学,2016,30(8).
[12]Ausfeld J.J.MULTI-PLATFORM COLLABORATIONAPPLIANCE[P]US,US20120209906.2012-08-16.
[13]李文奇.区域创新平台三维协同模式研究[D].哈尔滨:哈尔滨理工大学,2012.
[14]周杨.物联网环境下多元协同物流管理研究[D].长沙:湖南大学,2013.