实体和网络零售下消费者的信任转移与渠道迁徙

On the consumer trust transfer and channel migration behavior based on physical and internet retail

网络经济的发展导致了消费渠道的多样化,线下消费和线上消费相互转化,实体零售和网络零售的协同成为零售企业未来发展的趋势。从多渠道背景出发,结合Nicosia模型和TRA理论,分析了消费者在线信任的构成要素,提出了消费者信任转移路径模型和消费者渠道迁徙路径模型,通过分析消费者信任转移和渠道迁徙行为之间存在相关关系,提出了零售企业实现渠道协同的建议。

The development of network economy makes consumer channels gradually present diversification trend, and the channel migration about the offline channel to online channel becomes inevitable. The coordination of physical retail and internet retail will be the future model of retail enterprises. In the process of multi-channel choice and migration, the consumer trust transfer has been a hot topic recently. Based on multi-channel environment, this paper attempts to employ Nicosia model and TRA theory to analyze the factors of the formation of consumer online trust, the relationship between the consumer trust transfer and channel migration, as well as a set of guidelines for retail enterprises to achieve the channel coordination.