信誉、消费者保障机制和在线评论对网上消费者首次购买意愿的影响研究

Impacts of Reputation,Consumer Guarantee System and Online Reviews on Online Customers' First Purchase Intention

笔者借助SEM,引入卖家信誉、消费者保障机制和消费者信任立场3个变量,验证其通过消费者初始信任信念对在线消费者首次购买意愿的影响;同时引入在线产品评论验证其对在线消费者首次购买意愿的直接影响。另外,笔者将性别和网上购买金额占平均月消费支出是否超过10%作为调节变量,验证上述5个变量在不同群组间是否存在显著差异。

This thesis applies Structural Equation Model to examine the indirect impact brought by the three constructs-the sellers＇ reputation, the consumer guarantee system and the customer personality trust base on the customers＇ first purchase intention through the mediating variable of the customers＇ initial trust belief, as well as the direct implication caused by the online reviews to the customers＇ first purchase intention. Gender and the proportion of the item price accounting for the entire monthly expenditure （ whether be above 10 percent） are used as two moderating variable in this model to examine the difference between different categories. The findings are as below： the consumer guarantee system has the most significantly positive effect on the customers＇ initial trust belief, and then on the customers＇ first purchase intention, while the positive influences brought by the sellers＇ reputation and the customer personality trust base are moderate, with the smallest direct positive impact on the customers＇ initial trust belief coming from the online reviews. As for the moderating effect, there is no difference in terms of gender. However, when the percentage of the item price accounting for the en- tire monthly expenditure is above 10 percent, all of the four independent variables, including the sellers＇ reputation, the consumer guarantee system, the customer personality trust base and the online reviews have positive impact on the customers＇ first purchase in- tention, while only the consumer guarantee system and the customer personality trust base positively affect the customers＇ first purchase intention in the case of that proportion being below 10 percent.