积极情绪影响网络购物消费者信任修复的线索效应研究

A Study of the Clue Effect of Positive Emotion on Online Shopping Consumers' Trust Repairing

通过两个实验分别诱发与信任不相关和相关的情绪,考察了积极情绪对网络购物消费者信任修复影响的线索效应。研究发现:(1)在不相关情境下,商家提供经济补偿时,积极情绪条件下消费者信任修复的效果明显优于中性与消极情绪条件;商家不提供经济补偿时这三种情绪条件下的信任修复效果没有差异;(2)在相关情境下,不论商家是否提供经济补偿,积极情绪条件下消费者信任修复的效果明显优于中性与消极情绪条件。这说明积极情绪对消费者信任修复的影响存在线索效应。

Through two experiments in which emotions related to trust and emotions not related to trust are induced respectively, this paper investigates the clue effects of positive emotions on online shopping consumers＇ trust repairing. The results show that（1） in the unrelated situations, if shops provide financial compensation, the effects of trust repairing under positive emotions are significantly better than those under the neutral and negative emotions; if shops provide no financial compensation,the effects under the three emotions have no difference;（2） in the related situations, whether shops provide financial compensation or not, the effects of trust repairing under the positive emotion were significantly higher than those under the neutral and the negative emotions. Without financial compensation, the effects of trust repairing under positive emotions are significantly better than those under neutral and negative emotions. This proves that positive emotions have clue effects on consumers＇ trust repairing.