中国情境下消费者网络购物信任的形成与建构探析

Research on Constructing the Consumers' Trust Path During Shopping Online in Chinese Context

网络购物发展态势之迅猛已日益受到诸多消费者的青睐,但在"信任自己人,不信任外人"的传统信任模式的影响下,消费者在网络购物环境中如履薄冰。基于中国情境下网络购物环境和人际互动模式,深入分析消费者网络购物过程中信任的形成机理,以此来提取关键要素,并形成消费者网络购物信任的建构途径。

The rapid development of shopping online has been welcomed by many consumers, but the traditional trust model that one trusts friends, but distrusts strangers makes the consumers seem skating on thin ice during the shopping online. Based on the shopping environment online and the interpersonal interaction model in Chinese context, the paper analyzes the formation mechanism of consumers＇ trust in shopping online, in order to extract the key dimensions, and construct the path of consumers＇ trust in shopping online.