社会化商务环境下消费者信任形成的影响因素研究

Factors Affecting Trust Formation in the Context of Social Commerce

【目的/意义】社会化商务环境下,消费者信任是促使消费者产生购买行为并促进社会化商务可持续发展的重要前提。【方法/过程】基于消费者视角、网站视角和社会化视角,构建社会化商务环境下消费者信任形成的影响因素理论模型。通过在线问卷搜集379份有效问卷,利用基于PLS的结构方程模型进行数据分析与模型验证。【结果/结论】结果显示,消费者视角(自我概念一致性和网购经历)、网站视角(安全保障、隐私保障和个性化)以及社会化视角(社交性、社会规范和亲密性)的要素都显著影响消费者信任的形成;而信任倾向不产生作用。

[Purpose/significance] Trust forming is one of the most important premise of consumes＇ purchasing behavior and determines the sustainable development of social commerce. [Method/process]From the perspectives of consumer, website and social, this paper puts forward a theoretical model of factors affecting trust formation in social commerce. 379 valid data were collected through online questionnaire, and PLS-SEM method was adopted for data analysis. [Result/conclusion] Results show that, factors of the three perspectives, i.e. consumer （serf-congruence and past experience）, website （security, privacy protection and persanalization）, as well as social （sociability, social norms and closeness）, significantly affect trust formation in the context of social commerce. However, propensity to trust does not have an impact on trust formation.