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【目的/意义】社会化商务环境下,消费者信任是促使消费者产生购买行为并促进社会化商务可持续发展的重要前提。【方法/过程】基于消费者视角、网站视角和社会化视角,构建社会化商务环境下消费者信任形成的影响因素理论模型。通过在线问卷搜集379份有效问卷,利用基于PLS的结构方程模型进行数据分析与模型验证。【结果/结论】结果显示,消费者视角(自我概念一致性和网购经历)、网站视角(安全保障、隐私保障和个性化)以及社会化视角(社交性、社会规范和亲密性)的要素都显著影响消费者信任的形成;而信任倾向不产生作用。
[Purpose / Significance] Under the social business environment, consumer trust is an important prerequisite for promoting consumers’ purchasing behavior and promoting the sustainable development of socialized business. [Method / Process] Construct a theoretical model of the influencing factors for the formation of consumer trust in a social business environment based on consumer perspectives, website perspectives and socialization perspectives. 379 valid questionnaires were collected through the online questionnaire, and the data analysis and model verification were conducted by using PLS-based structural equation model. RESULTS / CONCLUSIONS The results show that both consumer perspectives (self-concept consistency and online shopping experience), website perspectives (security, privacy and personalization), and socialization perspectives (social, social norms and intimacy) Significantly affect the formation of consumer trust; and the tendency of trust has no effect.