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近几年来,中国网络购物市场迅速发展,一批网络商城开始快速崛起。已经在线下建立了良好品牌和口碑的大型零售企业也开始投资网上业务,与新兴的网上商城展开竞争。结合ATM模型与过程一致性信任研究了感知安全性、感知有用性、过程一致性对消费者对零售商线下信任向线上信任转移的过程的影响,以期对零售企业引导消费者的信任由线下转移到线上、建设网上渠道提供借鉴。
In recent years, the rapid development of China’s online shopping market, a number of online shopping mall began to rise rapidly. Large retailers that have established good brands and word of mouth online are also starting to invest in online businesses to compete with emerging online stores. This paper studies the impact of perceived security, perceived usefulness and process consistency on the process of consumer trust in online retailers under the trust of ATM model and process consistency trust, in order to make the trust of retailers guide consumers Offline transfer to online, building online channels to provide reference.