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
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
收藏
页码:205 / 207+219 +219
页数:4
相关论文
共 38 条
[11]  
Straining for Shared meaning in organization science: Problems of trust and distrust. Bigley Gregory,Jone Pearce. The Academy of Management Journal . 1998
[12]  
the Experience and Evolution of Trust: Implications for Cooperation and Teamwork. Jones, G. R,George, J. M. The Academy of Management Journal . 1998
[13]  
Establishing online trust through a community responsibility system. Sulin Ba. Decision Support . 2001
[14]  
Individual trust in online firms: Scale development and initial test. Anol Bhattacherjee. Journal of Management . 2002
[15]  
The development of initial trust in an online company by new customers. Koufaris M,Hampton-Sosa W. Information and Management . 2004
[16]  
Consumer trust in an internet store: A cross-cultural validation. Jarvenpaa SL,Tractinsky N,Saarinen L. Journal of Computer-Mediated Communication . 1999
[17]  
Not so different after all: A cross-discipline view of trust. Rousseau DM,Sitkin SB,Burt RS,et al. The Academy of Management Journal . 1998
[18]  
Developing and validating trust measures for e-commerce: an integrative typology. McKnight DH,Choudhury V,Kacmar C. Information Systems Research . 2002
[19]  
Production of trust: institutional sources of economic structure, 1840-1920. Zucker,L.G. Research in Organizational Behavior . 1986
[20]  
The impact of initial consumer trust on intentions to transact with a web site: a trust building model. McKnight D H,Choudhury V,Kacmar C. Journal of Strategic Information Systems . 2002