消费者对电子中介的信任影响机制研究:以酒店预订网站为例

The Trust Influence Mechanism of Electronic Intermediary:An Example of Hotel Reservation Websites

消费者对电子中介的信任不仅来自前台的技术层面,还应包括后台的品牌机制与消费者自身差异。本研究以酒店预订网站作为切入点,运用实验法与结构方程模型,发现中介网站的声誉对信任的影响超过技术可接受性;声誉总和与声誉差距分别对应的协同效应与短板效应是酒店通过中介网站进行信任传递的两种机制。

This paper puts forward that the trust of electronic intermediary derives from not only technology factors,but also brand mechanism and consumer differences.This work focuses on the hotel reservation websites,and applies the methods of experiment and SEM.The results indicate that the impact of intermediary's reputation exceeds that of technology acceptance.Besides,reputation sum and reputation distance,which stand for synthesis effect and cask effect respectively,are the two mechanisms of trust transfer.