| 社交商务情景下信任对购买决策的影响变化研究 |
| |
| 引用本文： | 阮燕雅,李琪.社交商务情景下信任对购买决策的影响变化研究[J].软科学,2017(2):113-116. |
| |
| 作者姓名： | 阮燕雅 李琪 |
| |
| 作者单位： | 西安交通大学经济与金融学院,西安,710061 |
| |
| 摘 要： | 社交购物中,产品功利价值感知和基于社交平台的享乐价值感知是决定消费者购买与否的最主要因素.而卖家信任对消费者购买意愿的影响作用会随情况不同发生变化甚至消失:当消费者与卖家的关系亲密程度较低或消费者已有购买意愿较弱时,信任能显著提高购买意愿;但在买卖双方社会关系较好或消费者已经形成较强的购买意愿的情况下,信任的影响作用会消失,即信任会影响最初决策过程的购买意愿,但不会影响立即购买决策.
|
| 关 键 词： | 社交购物意愿 卖家信任 感知价值 人际关系 |
Study on the Different Influence of Trust on Social Shopping Decision-making |
| |
| RUAN Yan-ya,LI Qi.Study on the Different Influence of Trust on Social Shopping Decision-making[J].Soft Science,2017(2):113-116. |
| |
| Authors: | RUAN Yan-ya LI Qi |
| |
| Abstract: | This study found that perceived products'utilitarian value and social network-based hedonic value are the most important factors predicting social shopping intention,while the direct influence from trust in e-vendors would vary or even disappear as the situations'difference.Specifically,when the degree of interpersonal relationship between buyer and seller is relatively low or the buyer's purchase intention is still weak,the trust indeed effectively contributes to purchase intention.However,this effect would be no longer significant when the buyer facing a seller who has a close relationship with themselves or the buyer's purchasing intention is already strong,which means that trust in e-vendors can enhance consumers'social shopping intention at the first phase of decision-making,but not affect the final result. |
| |
| Keywords: | social shopping intention trust in e-vendors perceived value interpersonal relationship |
| 本文献已被 万方数据 等数据库收录！ |
|
