体验和交易规则影响消费者信任电子商务企业的机理

Effecting Mechanism of Experience and Trade Rules on Consumer Trust to Enterprise in E-commerce

根据情感迁移模型、自我知觉理论和计划行为理论构建了体验和交易规则影响消费者信任电子商务企业的理论模型。将体验分为一般体验和特殊体验,采用结构方程模型研究发现,特殊体验和交易规则通过正向作用于感知的交易安全性来影响消费者信任电子商务企业;同时,一般体验也正向影响特殊体验和交易规则。研究证实关系运作和法制手段这两种传统的信任建立模式在电子商务中也存在。

After dividing consumer experience into general experience and special one,this paper produces a theoretical model to explain the impacts of experience and trade rules on consumer＇s trust to e-enterprise according to emotional migration model,self-perception theory and planned behavior theory. Empirical tests by structural equation modeling indicate that experience and trading rules affect consumer＇s trust in e-enterprise by positively influencing perceived transaction security,while general experience has positive influence on special experience and transaction rules. And it confirms that the two traditional modes of trust establishment based on relation operation and legal system still exist in e-commerce.