不同维度信任相互作用及对在线购物意愿影响研究

An Empirical Study on the Interactive Relationship of Trust Dimensions and Their Impact on Online Purchase Intention

信任显著影响消费者对特定网站的购买意愿,许多学者分析信任对于购买意愿的影响,但大多都将信任作为单一维度的变量进行分析。将信任分解为能力信任、正直信任和友善信任3个基本维度,分析不同维度信任之间的相互作用及其对在线购物意愿的影响。通过在线收集191份消费者数据,采用三阶段最小二乘分析方法进行实证。研究结果表明,能力信任直接影响在线购物意愿,友善信任和正直信任并不直接影响消费者的在线购买意愿,正直信任通过与能力信任的相互作用间接影响在线购物意愿,友善信任通过作用于正直信任最终影响在线购物意愿。最后给出网站应如何分配资源和向消费者传达网站值得信赖的属性的建议。

Trust significantly affected consumer willingness of shopping on website.Although lots of researchers have analyzed the impact of trust on consumer purchase intention,most of them constructed trust as a single-dimension variable in their empirical studies.This research divided trust into three basic dimensions： ability-based trust,integrity-based trust and benevolence-based trust,explored the interactive relationships between those dimensions of trust,and analyzed their impacts on consumer purchase intention online.Some important conclusions were drawn by three-stage least square method with the sample of 191 online consumers collected via online platform.First,ability-based trust could directly improve consumer purchase intention online.Second,integrity-based trust only indirect affect purchase intention online by interacting with ability-based trust.Third,benevolence-based trust could improve purchase intention online through integrity trust.Finally,some suggestions on investment decisions for B2C website were given according to the conclusions.