B2C网络购物中在线互动及临场感与消费者信任研究

Relationship among Interaction,Presence and Consumer Trust in B2C Online Shopping

基于临场感的视角研究了B2C网络购物中在线互动对消费者信任的影响;研究得出消费者与网站的互动、消费者之间的互动能增加消费者的空间临场感,消费者与在线卖方的互动,消费者之间的互动能增加消费者的社会临场感,消费者产生的空间临场感能增加消费者对B2C网店能力性的信任,消费者产生的社会临场感能增加消费者对B2C网店诚信性和善意性的信任。

The influence of interaction on consumer trust in B2 C online shopping is discussed based on the presence. Conclusions are that interaction between consumers and website and interaction among consumers can increase consumer physical presence,and interaction between consumers and online sellers and interaction among consumers can increase consumer social presence. Furthermore,the physical presence is beneficial to the ability dimension of trust,and the social presence is beneficial to dimensions of integrity and kindness of trust.