性别差异、购物经验、收入水平对信任转移的影响研究
Research on the Impact of Gender, Shopping Experience, Income to Trust Transfer
DOI: 10.12677/MOM.2019.91001, PDF,  被引量   
作者: 游艳, 赵冬梅, 杨蔚宁：中国农业大学经济管理学院，北京；胡燕川：北京市政路桥股份有限公司，北京
关键词: 信任转移；性别差异；购物年限；购物频率；收入水平；Trust Transfer； Gender Difference； Shopping Length； Shopping Frequency； Income
摘要: 以永辉超市为调研主体，研究消费者将信任从超市实体店转移到购物平台即京东到家永辉超市，消费者自身因素中性别差异、购物年限、购物频率和收入水平与信任转移的关系。采用调查问卷的方式收集数据，运用SPSS和多元Logistic回归模型，实证研究了消费者自身因素对渠道间信任转移的影响和作用。研究结果表明：在中国电子商务市场环境下，消费者将信任从实体店转移到购物平台的过程中，性别差异对信任转移不存在显著的正向影响，为国外有关研究分歧增加了一个实证；购物年限和购物频率显著影响信任转移，消费者依靠自身交易经验来决定是否作出消费渠道的信任转移；消费者的收入水平对渠道间信任转移不存在显著的正向影响。
Abstract: The paper made investigation of Yonghui supermarket, and researched consumers’ trust transfer from the supermarket to online shopping platform with the same brand, to analyze the impact of consumers' factors such as gender, shopping length, shopping frequency and income level on trust transfer. Using questionnaires to collect data, using SPSS and multivariate Logistic regression model, empirical study is aimed to find out the impact of consumer factors on trust transfer. The results show that in the Chinese e-commerce market, while consumers transfer the trust from the store to shopping platform, the gender difference does not have significant positive impact, which increases an example for foreign academic argument. Shopping length and shopping frequency affect trust transfer; consumers rely on their own transactions experience to decide whether to change shopping channel. Furthermore, there is no significant influence of income level on trust transfer.
文章引用：游艳, 赵冬梅, 杨蔚宁, 胡燕川. 性别差异、购物经验、收入水平对信任转移的影响研究[J]. 现代市场营销, 2019, 9(1): 1-10. https://doi.org/10.12677/MOM.2019.91001

参考文献

[1] Lee, M.K.O. and Turban, E. (2001) A Trust Model for Consumer Internet Shopping. International Journal of Electronic Commerce, 6, 75-91. [Google Scholar] [CrossRef] 
[2] Mcknight, D.H. and Chervany, N.L. (2002) What Trust Means in E-Commerce Customer Relationships: An Interdisciplinary Conceptual Typology. International Journal of Electronic Commerce, 6, 35-59. [Google Scholar] [CrossRef] 
[3] Kuan, H.H. and Bock, G.W. (2007) Trust Transference in Brick and Click Retailers: An Investigation of the Before-Online-Visit Phase. Information & Management, 4, 175-187. [Google Scholar] [CrossRef] 
[4] Hahn, K.H. and Kim, J. (2009) The Effect of Offline Brand Trust and Perceived Internet Confidence on Online Shopping Intention in the Integrated Multi-Channel Context. International Journal of Retail & Distribution Management, 37, 126-141. [Google Scholar] [CrossRef] 
[5] Badrinarayanan, V., Becerra, E.P., Kim, C.H., et al. (2012) Transference and Congruence Effects on Purchase Intentions in Online Stores of Multi-Channel Retailers: Initial Evi-dence from the U.S. and South Korea. Journal of the Academy of Marketing Science, 40, 539-557. [Google Scholar] [CrossRef] 
[6] Gefen, D., Karahanna, E. and Straub, D.W. (2003) Trust and TAM in Online Shopping: An Integrated Model. MIS Quarterly, 27, 51-90. [Google Scholar] [CrossRef] 
[7] Dittmar, H., Long, K. and Meek, R. (2004) Buying on the Internet: Gender Difference in Online and Conventional Buying Motivations. Sex Roles, 50, 423-444. [Google Scholar] [CrossRef] 
[8] Mulac, A., Erlandson, K.T., Farrar, W.J. and Hallett, J.S. (1998) Uh-huh. What’s That All about? Differing Interpretations of Conversational Backchannels and Questions as Source of Miscommunication across Gender Boundaries. Communication Research, 25, 641-668. [Google Scholar] [CrossRef] 
[9] Gefen, D. and Ridings, C. (2005) If You Spoke as She Does, Sir, Instead of the Way You Do: A Sociolinguistics Perspective of Gender Differences in Virtual Communities. ACM SIGMIS Database, 36, 78-92. [Google Scholar] [CrossRef] 
[10] Awad, N.F. and Ragowsky, A. (2008) Establishing Trust in Elec-tronic Commerce through Online Word of Mouth: An Examination across Genders. Journal of Management Information Systems, 24, 101-121. [Google Scholar] [CrossRef] 
[11] Rodgers, S. and Harris, M.A. (2003) Gender and E-Commerce: An Exploratory Study. Journal of Advertising Research, 43, 322-329. [Google Scholar] [CrossRef] 
[12] Shankar, V., Smith, A.K. and Rangaswamy, A. (2003) Customer Satisfaction and Loyalty in Online and Offline Environments. International Journal of Research in Marketing, 20, 153-175. [Google Scholar] [CrossRef] 
[13] Lewicki, R.J., Tomlinson, E.C. and Gillespie, N. (2006) Models of Interpersonal Trust Development: Theoretical Approaches, Empirical Evidence, and Future Directions. Journal of Management: Official Journal of the Southern Management Association, 32, 991-1022. [Google Scholar] [CrossRef] 
[14] Zucker (1986) Production of Trust: Institutional Sources of Economic Structure (1840-1920). Research in Organizational Behavior, 8, 53-111.
[15] Kim, D.J., Song, Y.I., Braynov, S.B. and Rao, H.R. (2005) A Multi-Dimensional Trust Formation Model in B-to-C e-Commerce: A Conceptual Frame Work and Content Analyses of Academia/Practitioner Perspective. Decision Support Systems, 40, 143-165. [Google Scholar] [CrossRef] 
[16] 游艳, 赵冬梅, 胡燕川. 第三方评估和共同价值观对在线消费者行为意向的影响研究[J]. 管理现代化, 2017(2): 78-83.
[17] Lewick, R.J. and Bunker, B.B. (1996) Developing and Maintaining Trust in Work Relationships. In: Kramer, R. and Tyler, T., Eds., Trust in Organizations: Frontiers of Theory and Research, Sage Publications, Thousand Oaks, 114-139. [Google Scholar] [CrossRef] 
[18] Singh, J. and Sirdeshmukh, D. (2000) Agency and Trust Mecha-nisms in Consumer Satisfaction and Loyalty Judgments. Journal of the Academy of Marketing Science, 28, 150-167. [Google Scholar] [CrossRef] 
[19] Uslaner, E.M. (2003) Trust, Democracy and Governance: Can Government Policies Influence Generalized Trust? In: Hooghe, M. and Stolle, D., Eds., In Generating Social Capital: Civic Society and Institutions in Comparative Perspective, Palgrave Macmillan, New York, 171-190. [Google Scholar] [CrossRef] 
[20] Alesina, A. (2002) Who Trusts Others? Journal of Public Eco-nomics, 85, 207-234. [Google Scholar] [CrossRef] 
[21] Ferrara, L.E. (2002) Inequality and Group Participation: Theory and Evidence from Rural Tanzania. Journal of Public Economics, 85, 235-273. [Google Scholar] [CrossRef] 
[22] Delhey, N.K. (2005) Predicting Cross-National 1-Evels of Social Trust: Global Pattern or Nordic Exceptionalism? European Sociology Review, 21, 311-327. [Google Scholar] [CrossRef] 

为你推荐