摘要
在网络购物情境下,从购物网站角度出发,探讨了购物网站的使用便利性、交易安全性、服务真诚性对顾客信任继而到顾客购买行为的影响作用,比较了三个前因变量的作用效果差异,检验了购物网站的承诺违背行为对顾客信任影响机制的调节作用。相关研究成果丰富了网络购物中顾客信任的相关文献,为购物网站恰当分配资源、合理做出承诺、更好管理客户关系提供了理论依据。
Under the context of online shopping,from the shopping websites＇ perspective,this study explores the influences of shopping websites＇ use flexibility,transaction security,and service sincerity on customer trust,and then on customers＇ purchasing behaviors;compares the influence differences of three antecedents;and further tests the moderating effect of shopping websites＇ commitment betray behaviors on the forming mechanism of customer trust.The results enrich the relevant literature on customer trust in online shopping and provide theoretical guidelines for shopping websites to properly allocate resources,rationally make commitment,and better manage the customer relationships.
出处
《情报杂志》
CSSCI
北大核心
2011年第5期197-201,196,共6页
Journal of Intelligence
基金
国家自然科学基金项目"渠道成员间竞合行为的形成机制及作用效果研究"(编号:70872090)
教育部哲学社会科学研究重大课题攻关项目(编号:09JZD0030)
关键词
使用便利性
交易安全性
服务真诚性
顾客信任
购买行为
承诺违背
use flexibility transaction security service sincerity customer trust purchasing behaviors commitment betray behaviors
