社交电商模式下消费者信任对购买行为影响的实证研究

An empirical study on the influence of consumer trust on purchase behavior in social e-commerce model

基于信任理论和风险感知理论,构建了社交电商模式下消费者信任对购买行为的影响模型,利用结构方程模型对数据进行了实证验证分析。研究表明:消费者信任对风险感知正向显著影响。消费者信任通过风险感知的完全中介效应影响购买行为,即消费者对于平台的信任程度越高,对网上购物的风险容忍度越高,可明显感知到利益和服务,从而积极促进消费者的购买行为意愿。基于此,在社交电商模式下对消费者与平台间达到共赢提出建议。

Based on trust theory and risk perception theory,a model of the influence of consumer trust on purchase behavior in the social e-commerce model is constructed,and the data is empirically verified and analyzed by structural equation modeling.The study shows that consumer trust has a positive and significant impact on risk perception.Consumer trust affects purchase behavior through the complete mediator effect of risk perception,i.e.,the higher the consumer trust in the platform,the higher the risk tolerance for online shopping.Benefits and services can be significantly perceived.Therefore,consumers’willingness can be positively promoted to purchase behavior.Based on this,suggestions are made to achieve a win-win situation between consumers and platforms in the social e-commerce model.