基于交易环境的消费者信任转移研究
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摘要
在和商家以直接或间接的方式形成交互的过程中,消费者针对商家的信任不断变化,是一个动态发展的过程。在这一过程中,交易环境的影响至关重要。由于信任形成过程中潜在认知过程的存在,当交易环境技术发生变化时,会产生针对同一商家的不同环境间的信任转移过程,同时环境中同商家相关的第三方也会通过主体间的信任转移对于消费者信任的产生影响。
本文主要研究信任转移对于消费者初始信任建立的影响。首先,基于信号传递理论和自我效能理论建立针对同一主体不同交易环境间的信任转移研究模型,不仅分析了从实体环境到电子商务环境的转移,而且分析了从电子商务环境到移动商务环境的转移。通过针对同一批调查对象两个阶段的收集数据,实证检验了理论模型。通过比较发现当消费者感知环境变化大时,初始信任主要来源于前期已建立的对商家的信任,并且消费者已有信任通过强化消费者对于商家信任信号的正面感知,进一步促使信任的建立。而当交易环境变化不大的情况下,前期的成功经验会使消费者对于自我能力水平认识提高,这些都可能导致银行本身的作用在初始信任建立中的作用下降。银行需要在原环境提供服务的过程中,注意建立消费者对于自身相对竞争者优势的认可,这样才能在新环境中提高消费者对于自己的依赖,避免客户流失,建立起长期的关系。
其次,基于群体实体性建立模型,本文分析电子商务环境下不同主体关联形式对于信任转移的不同影响。研究结果表明感知相似性对于初始信任的三个层面(能力、善意、诚实)均有显著影响,而感知业务联系则只对能力层面存在显著影响。同时相对于友情链接,放置横幅广告这种商业目的较为明显的关联形式难以形成主体间的感知相似性。研究还发现,例如支付宝这种提供escrow服务的第三方,消费者对其的信任,对于商家初始信任中能力、诚实层面存在影响,而对于善意无显著影响。
最后,本文从推荐信任角度来分析消费者评价对于初始信任建立的影响,不仅提出整体推荐信任概念,并确立其衡量指标。在此基础上建立模型,选择C2C市场上的消费者评价体系作为研究对象,分析消费者针对推荐者整体的信任向商家的转移。研究发现除了感知评价质量对于初始信任形成有明显影响外,评价数量、时效性以及包含内容的评价数量都有显著影响。同时正面评价整体推荐信任和负面评价整体推荐信任产生的影响存在区别。
In the process of consumers'direct or indirect interactivity with merchants, consumers'trust in merchants is constantly changing and develops dynamically. And the influence of trading environment plays an important role. Further, owing to the process of potential cognition exists in the formation of trust; when the trading environment changes, it will lead to consumers'trust-transfer procedure, which is aiming at the same merchants between different environments. And at the same time, the third party related to the merchants in the same environment that will influence consumers'trust through intersubjective's trust transfer.
The paper mainly studies the influences of trust transfer on the establishment of consumers'initial trust. Firstly, based on the theory of signal transmission and self-efficiency, the study builds a trust transfer model aiming at the same subject between different environments. The model analyzes the trust transfer not only from the offline to the online environment but also from the online to the mobile environment. Utilizing the two-stage data from the same respondents, the model is empirically tested. The comparison of the results shows that when the consumers'perceived change of environment is great, initial trust is built on the established trust in merchants; the established trust can strengthen consumers'positive perception of merchants'trust signal and enhance the establishment of trust. Conversely, prior successful experiences will improve the consumers'perceptions of self-ability, which probably lowers the effect of bank's role on the establishment of initial trust. Therefore, banks should cultivate consumers'perceptions of their relative advantages in the original environment and thus improve the consumers'dependency in the new environment to avoid the loss of consumers and build a long-term relationship.
Based on the entitativity, the study analyzes the effect of the related forms between different subjects in the electronic commerce environment on trust transfer. The findings demonstrate that perceived similarity has a significant influence on the three facets of initial trust (ability, benevolence and integrity) and perceived relationship only has a significant influence on the one facet-ability. By comparison with friendly links, the related form of placing advertising banners which is commercial is obviously difficult to form the perceived similarity.
Last, from the perspective of recommendation trust, the study analyzes the effect of consumers'reviews on the establishment of initial trust. Based on the definition and measurement of recommendation trust, this study selects consumers'evaluation systems in C2C environment as the research object and analyzes the effect of consumers'whole trust in referrer to the trust transfer to the merchants. The research indicates that perceptions of evaluation quality, evaluation quantity, timeliness, and evaluation quantity including contents have significant influences on initial trust. Simultaneously, there is difference between the influence of positive and negative recommendation trust.
本文主要研究信任转移对于消费者初始信任建立的影响。首先,基于信号传递理论和自我效能理论建立针对同一主体不同交易环境间的信任转移研究模型,不仅分析了从实体环境到电子商务环境的转移,而且分析了从电子商务环境到移动商务环境的转移。通过针对同一批调查对象两个阶段的收集数据,实证检验了理论模型。通过比较发现当消费者感知环境变化大时,初始信任主要来源于前期已建立的对商家的信任,并且消费者已有信任通过强化消费者对于商家信任信号的正面感知,进一步促使信任的建立。而当交易环境变化不大的情况下,前期的成功经验会使消费者对于自我能力水平认识提高,这些都可能导致银行本身的作用在初始信任建立中的作用下降。银行需要在原环境提供服务的过程中,注意建立消费者对于自身相对竞争者优势的认可,这样才能在新环境中提高消费者对于自己的依赖,避免客户流失,建立起长期的关系。
其次,基于群体实体性建立模型,本文分析电子商务环境下不同主体关联形式对于信任转移的不同影响。研究结果表明感知相似性对于初始信任的三个层面(能力、善意、诚实)均有显著影响,而感知业务联系则只对能力层面存在显著影响。同时相对于友情链接,放置横幅广告这种商业目的较为明显的关联形式难以形成主体间的感知相似性。研究还发现,例如支付宝这种提供escrow服务的第三方,消费者对其的信任,对于商家初始信任中能力、诚实层面存在影响,而对于善意无显著影响。
最后,本文从推荐信任角度来分析消费者评价对于初始信任建立的影响,不仅提出整体推荐信任概念,并确立其衡量指标。在此基础上建立模型,选择C2C市场上的消费者评价体系作为研究对象,分析消费者针对推荐者整体的信任向商家的转移。研究发现除了感知评价质量对于初始信任形成有明显影响外,评价数量、时效性以及包含内容的评价数量都有显著影响。同时正面评价整体推荐信任和负面评价整体推荐信任产生的影响存在区别。
In the process of consumers'direct or indirect interactivity with merchants, consumers'trust in merchants is constantly changing and develops dynamically. And the influence of trading environment plays an important role. Further, owing to the process of potential cognition exists in the formation of trust; when the trading environment changes, it will lead to consumers'trust-transfer procedure, which is aiming at the same merchants between different environments. And at the same time, the third party related to the merchants in the same environment that will influence consumers'trust through intersubjective's trust transfer.
The paper mainly studies the influences of trust transfer on the establishment of consumers'initial trust. Firstly, based on the theory of signal transmission and self-efficiency, the study builds a trust transfer model aiming at the same subject between different environments. The model analyzes the trust transfer not only from the offline to the online environment but also from the online to the mobile environment. Utilizing the two-stage data from the same respondents, the model is empirically tested. The comparison of the results shows that when the consumers'perceived change of environment is great, initial trust is built on the established trust in merchants; the established trust can strengthen consumers'positive perception of merchants'trust signal and enhance the establishment of trust. Conversely, prior successful experiences will improve the consumers'perceptions of self-ability, which probably lowers the effect of bank's role on the establishment of initial trust. Therefore, banks should cultivate consumers'perceptions of their relative advantages in the original environment and thus improve the consumers'dependency in the new environment to avoid the loss of consumers and build a long-term relationship.
Based on the entitativity, the study analyzes the effect of the related forms between different subjects in the electronic commerce environment on trust transfer. The findings demonstrate that perceived similarity has a significant influence on the three facets of initial trust (ability, benevolence and integrity) and perceived relationship only has a significant influence on the one facet-ability. By comparison with friendly links, the related form of placing advertising banners which is commercial is obviously difficult to form the perceived similarity.
Last, from the perspective of recommendation trust, the study analyzes the effect of consumers'reviews on the establishment of initial trust. Based on the definition and measurement of recommendation trust, this study selects consumers'evaluation systems in C2C environment as the research object and analyzes the effect of consumers'whole trust in referrer to the trust transfer to the merchants. The research indicates that perceptions of evaluation quality, evaluation quantity, timeliness, and evaluation quantity including contents have significant influences on initial trust. Simultaneously, there is difference between the influence of positive and negative recommendation trust.
引文
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