网购前服务接触对消费者心理安全感的影响及对策

The Influence of Service Contact on Consumers'Psychological Security at the Pre-purchase Stage of Online Shopping

在网购旅程的购前阶段,数字化服务接触、技术服务接触、自助服务接触、人际服务接触等关键接触点与消费者的非线性交互作用,会对消费者的心理安全感产生积极或消极的影响。企业与商家应关注网购中各类服务接触及其所包含的不同接触点的影响,采取有效措施,增强购前阶段消费者心理安全感,以提高消费者购买行为。

At the pre-purchase stage of online shopping journey,the key contacts such as digital service contact,technology service contact,self-service contact and interpersonal service contact interact with consumers'non-linear and may produce positive or negative effect on consumers'psychological security.Enterprises and merchants are supposed to focus on various service contacts and the impact of different contact points,take effective measures so as to increase consumers'psychological security at the pre-purchase stage as well as in their online shopping activities.