消费者信任维持:知识性与归属性的视角

Consumers' Trust Maintenance: from the Perspective of Knowledge-based and Identification-based Attribution Trust

信任是变化发展的过程。初始信任一旦建立,保持和维护信任关系是企业面临的关键问题。本研究立足信任阶段性发展观点,重点探讨B2C电子商务中消费者初始信任建立后,信任维持及影响机制;构建信任维持机制研究模型,问卷调查收集数据并用结构方程模型软件进行模型验证与假设检验。研究结果表明:初始信任建立后消费者信任包含基于信息的知识性信任和基于认同的归属性信任,前者对后者有显著积极影响;隐私保护积极影响知识性信任,服务质量积极影响归属性信任,熟悉程度则对知识性信任与归属性信任均产生积极影响;知识性信任与归属性信任均通过消费者满意度间接影响其忠诚度,归属性信任可直接导致忠诚度;隐私保护对归属性信任的影响及服务质量对知识性信任的影响却并不显著。

Trustis the process of change and development. Once the initial trust is established, maintaining and preserving trust relationship is the key issue for the company. From the view of stage development of trust, this article focuses on trust maintenance and its impact mechanism after initial consumer trust establishmentin B2C e-commerce. which was based on building a trust maintenance mechanism research model and collectingthe questionnaire data and using structural equation modeling software to carry out model verification as well as hypothesis testing. The results show after the initial trust is established, consumer trust includes information-based knowledge-based trust and identity-based attribute trust. The former has a significant positive impact on the latter;privacy protection positively affects knowledge-based trust, and service quality positively affects attribution trust. The degree of familiarity has a positive impact on both knowledge-based trust and attribution trust;both knowledge trust and attribution trust indirectly affect their loyalty through consumer satisfaction, and attribution trust can directly lead to loyalty. Both the impact of privacy protection on attribution, and the impact of service quality on knowledge-based trustare not significant.