网购交易决策中的快速信任机制研究——基于ELM理论视角

在网购交易过程中消费者需要在有限的时间和缺乏信息的情况下作出买与不买的决策,传统的研究中把这一过程视为消费者的风险决策,是消费者进行风险评估以后的理性决策。本研究提出快速信任是消费者产生购买行为决策的基础,具有非理性特征。论文以感知价值理论、信任传递理论、ELM理论为基础,提出了网购交易决策中的快速信任机制模型,并运用结构方程验证了信任传递机制和信任计算机制对快速信任的影响。本研究为网购决策问题提出了新的探索视角,对完善在线信任理论的体系和指导在线网商有效开展营销活动具有重要意义。

Consumer needs to make buying or not buying decisions under the condition of the limited time and the absence of information in the e -commerce transaction process. Traditionally, this process is a risk decision making after the risk assessment by consumer. This study believes that the swift trust is the foundation of making the buying decisions, which is irrational. Based on perceptive value theory, trust transfer theory and ELM theory, a swift trust model is developed in this paper. And the transfer and calculation mechanisms in this model trust are verified by applying the structural equation. The study puts forward a new perspective to explore the problems in online shopping decision making, which is of great importance for improving the theory of online trust system and guiding the effective online transactions.