电子商务环境下消费者信任研究述评

被引：5

作者：

王海萍

机构：

[1] 山东财政学院统计与数理学院

来源：

生产力研究 | 2011年 / 05期

关键词：

在线消费者信任; 在线最初信任; 在线持续信任; 发展过程; 前提要素;

D O I：

10.19374/j.cnki.14-1145/f.2011.05.081

中图分类号：

F713.55 [商业心理学、市场心理学]; F724.6 [电子贸易、网上贸易];

学科分类号：

040203 ; 1201 ;

摘要：

信任不仅是传统营销中影响消费者行为的一个重要因素,而且在网络营销中更加重要。在线消费者信任即电子商务中消费者对网站及其运营商的信任。在线信任的形成经历了从缺乏信任到初始信任、再到高度信任的过程,可分为探索阶段与承诺阶段,相应形成了最初信任与持续信任。在线信任的前提要素可以分为五类,对最初信任与持续信任的影响度不同。通过对在线信任研究的评述,以期对网上零售商的经营提供信任方面的理论依据。

引用

页码：205 / 207+219 +219

页数：4

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