附属型跨境网购平台消费者信任形成机理研究——基于信息加工和信任转移的整合视角

Research on Consumer Trust Formation Mechanism of Affiliated Cross-border Online-shopping Platform--An integrated perspective of information processing and trust transfer

随着跨境网购的快速发展,消费者投诉居高不下,建立和维系消费者信任成为跨境网购平台和国家对外贸易健康发展的关键。基于信息加工和信任转移的整合视角,构建附属型跨境网购平台消费者信任的影响因素模型,并采用PLS方法进行实证检验,探索消费者信任的形成机理。研究结果表明,消费者所感知的附属跨境网购平台各内外部属性变量均对其信任形成具有显著影响,境内网购平台信任对其附属跨境网购平台信任存在直接和间接的显著影响,信息加工双路径、信任转移路径和整合路径均成立。为有效构建和维系消费者信任,企业应注重优化附属型跨境网购平台的内部质量和外部环境,同时不断累积境内业务的消费者信任,积极促进消费者信任向其附属跨境网购平台持续转移。

With the rapid development of cross-border online shopping and the high consumer complaints,establishing and maintaining consumer trust has become the key to the healthy development of cross-border online-shopping platforms and foreign trade.Based on the integrated perspective of information processing(ELM theory)and trust transfer theory,a model of consumer trust influencing factor for affiliated cross-border online-shopping platform has been constructed,and the empirical testing by PLS to explore the formation mechanism of consumer trust is applied.The results show that all internal and external attribute variables of the platform perceived by consumers have significant impacts on the formation of consumer trust.The trust of domestic online-shopping platform has both direct and indirect significant impacts on the trust of affiliated platform,supporting trust transfer path and the integration path.In order to effectively build and maintain consumer trust,enterprises should focus on optimizing the internal quality and external environment of their affiliated platforms,continuously accumulating consumer trust in domestic businesses,and actively promoting the continuous transfer of consumer trust to their affiliated cross-border online-shopping platforms.