制约网上团购消费者信任的关键因素——基于网站和卖家诚信视角的考察

Empirical Research on Key Factors Restricting Consumer Trust in Online Group-buying——From the Perspective of Sites and Seller's Integrity

提出了网上团购环境下消费者信任影响因素模型,这些因素包括网上社区、客户响应、网络安全、卖家能力、卖家正直、卖家善意、自我效能和情景规范。运用问卷调查数据对模型进行了拟合,结果表明,卖家善意、情景规范、网络安全、客户响应、网上社区显著影响消费者信任,其中卖家善意和情景规范是最重要的影响因素。据此提出提升消费者信任的对策建议,一是卖家塑造善意形象;二是卖家和团购网站团结协作保证情景规范;三是团购网站致力于网络安全、客户响应和网络社区的经营。

A structural equation model（SEM）of factors influencing consumer trust in online group-buying was proposed.The factors included website community,customer response,website security,seller competence,seller integrity,seller benevolence,self-efficacy,and scenario normality.The model was fitted based on the data obtained from questionnaire survey.The results showed that seller benevolence,scenario normality,website security,customer response and website community had a significant impact on consumer trust.Based on these results,suggestions were put forward for improving consumer trust in online group-buying website and seller.First,seller shall build benevolent image;second,seller and online group-buying website shall work together to ensure the scenario normality;third,online group-buying website shall commit itself to website security,customer response and website community operation.