网购中临场感对消费者信任的动态影响机制

临场感是网购的一种虚拟体验,为了揭示其对信任的作用机制,以空间临场感和社会临场感为自变量,以网站因素、卖方因素和交互因素为控制变量,以信任的三个维度——能力、诚信和善意为因变量进行了实证分析。实证分析发现,在不同关系阶段,临场感对信任影响路径不尽相同。总体来说,空间临场感能增加消费者对网店能力性的信任,社会临场感能增加消费者对网店诚信性和善意性的信任,并且随着关系阶段的深入,社会临场感的作用逐渐增强。

Telepresence is a virtual experience in online shopping. In order to reveal the mechanism telepresence on trust, this paper established an empirical analysis model with spatial presence and social presence as independent variables, website, seller and interaction as control variables, and the three dimensions of trust including ability, honesty and kindness as dependent variables. Conclusions are that the effect path of telepresence on trust is not the same in different relationship stages. On the whole, space telepresence can increase consumer trust in ability of online shop, social telepresence can increase consumer trust in integrity and benevolence, and social telepresence gradually increases with the development of relationship.