在线教育产品服务的消费者信任构建机制研究

Research on the Consumer Trust Construction Mechanism of Online Education Products’ Services

摘要: 随着智能技术不断迭代升级，教育也朝着信息化、数字化方向迈进。在线教育产品层出不穷，消费者购买行为也在不断发生变化。然而，在线教育产品服务体系存在质量信任和情感信任层面的危机挑战，这也同样制约着消费者信任机制的构建。为了提升消费者的信任感知，构建消费者信任机制，本文基于对在线教育产品服务中消费者信任构建机制的多维探讨，从提升在线教育产品的内容质量、完善产品售前售后的服务体系、激发消费者的自主参与意识以及完善法律法规实现制度性保障四个层面入手，详细描写了消费者信任机制的构建路径。期望这些建议能为在线教育平台的进一步优化提供参考依据，有效破解消费者信任危机，增强消费者黏性，构建完善的消费者信任机制，促进在线教育产品的可持续、高质量发展。

Abstract: With the continuous iteration and upgrading of intelligent technologies, education is also moving towards informatization and digitalization. Online education products are emerging in an endless stream, and consumers’ purchasing behaviors are also constantly changing. However, the online education product service system faces crises and challenges in terms of quality trust and emotional trust, which also restricts the construction of the consumer trust mechanism. To enhance consumers’ trust and establish a consumer trust mechanism, this article, based on a multi-dimensional exploration of the consumer trust construction mechanism in online education products’ services, starts from four aspects: improving the content quality of online education products, perfecting the pre-sale and after-sale service system of products, stimulating consumers’ autonomous participation awareness, and improving laws and regulations to achieve institutional guarantees. The construction path of the consumer trust mechanism is described in detail. It is expected that these suggestions can provide a reference basis for the further optimization of online education platforms, effectively solve the consumer trust crisis, enhance consumer stickiness, build a complete consumer trust mechanism, and promote the sustainable and high-quality development of online education products.