跨境社交电商中消费者购买决策机制研究——基于多维信任与风险感知的视角

Research on Consumer Purchase Decision Mechanisms in Cross Border Social E-Commerce —Based on the Perspective of Multidimensional Trust and Risk Perception

摘要: 随着数字经济的全球化渗透，跨境社交电商以其“社交互动”与“跨境交易”的深度融合，重塑了全球消费版图。然而，该模式下“高互动性”与“高不确定性”的矛盾共生，使得传统电商信任模型在应对跨境制度缺失与文化隔阂时面临解释力不足的挑战。本文旨在解构跨境社交电商情境下信任的多维构成及其对消费者购买决策的作用机制。研究构建了包含源头信任、内容信任与制度信任的整合模型，深入探讨了三类信任如何通过互补、强化与替代的互动机制，差异化地缓解消费者的隐私泄露、物流时效及文化误读等感知风险，进而驱动购买决策。理论推演表明，三维信任不仅直接负向影响感知风险，且在特定情境下存在显著的“补偿效应”与“强化效应”；感知风险在信任与购买决策之间起核心中介作用；而消费者的文化背景与跨境经验则构成了重要的调节边界。本文拓展了信任理论在复杂跨境情境下的适用边界，揭示了信任建构的动态性与情境依赖性，为平台与商家的全球化信任治理提供了理论依据与实践策略。

Abstract: With the global penetration of the digital economy, cross border social e-commerce is reshaping the global consumption landscape through the deep integration of social interaction and cross border transactions. However, the contradictory coexistence of high interactivity and high uncertainty under this model causes traditional e-commerce trust models to face challenges of insufficient explanatory power when addressing the absence of cross border institutions and cultural barriers. This paper aims to deconstruct the multidimensional composition of trust in the context of cross border social e-commerce and its functional mechanisms on consumer purchase decisions. The study constructs an integrated model encompassing source trust, content trust, and institutional trust. It deeply explores how these three types of trust differentially mitigate consumer perceived risks including privacy leakage, logistics delays, and cultural misinterpretations through interactive mechanisms of complementarity, reinforcement, and substitution, thereby driving purchase decisions. Theoretical deduction indicates that multidimensional trust not only directly and negatively affects perceived risks but also exhibits significant compensation and reinforcement effects in specific contexts. Perceived risk plays a core mediating role between trust and purchase decisions, while the cultural background and cross border experience of consumers constitute important moderating boundaries. This paper expands the applicable boundaries of trust theory in complex cross border contexts, reveals the dynamic and context dependent nature of trust construction, and provides theoretical foundations and practical strategies for the global trust governance of platforms and merchants.