体验及企业声誉影响消费者信任电子商务企业的机理

The Influence of Experience and Corporate Reputation on Consumers’ Trust in E-Commerce Companies

结合我国社会信任特点,以学习迁移理论、自我知觉理论、声誉机制和计划行为理论为基础,提出了体验及企业声誉影响消费者信任电子商务企业的机理。用结构方程模型实证研究发现,一般体验通过特殊体验积极地影响消费者对交易安全性的感知,消费者对交易安全性的感知积极地影响其对电子商务企业的信任;而特殊体验也通过对企业声誉产生正向作用,积极地影响消费者对交易安全性的感知。企业可籍此培育消费者信任。

According to characteristics of trust in China, this paper puts forward a theoretical model about impacts of customers’ experience and corporation reputation on their trust to e-commerce firm according to theory of transfer learning, theory of self-perception, reputation mechanism and theory of planned behavior. Using structural equation modeling for empirical analysis. Results finds out that the general experience has a positive effect on customer’s special experience, the special experience affects perceived security of transaction positively. The perceived security of transaction has a positive effect on customer’s trust to e-commerce company. Special experience also has a positively impact on perceived security of transaction mediated by corporate reputation. And e-commerce enterprises can cultivate consumer trust through this approach.