B2C网络购物中在线互动及临场感与消费者信任研究被引量：132

Relationship among Interaction,Presence and Consumer Trust in B2C Online Shopping

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摘要基于临场感的视角研究了B2C网络购物中在线互动对消费者信任的影响;研究得出消费者与网站的互动、消费者之间的互动能增加消费者的空间临场感,消费者与在线卖方的互动,消费者之间的互动能增加消费者的社会临场感,消费者产生的空间临场感能增加消费者对B2C网店能力性的信任,消费者产生的社会临场感能增加消费者对B2C网店诚信性和善意性的信任。 The influence of interaction on consumer trust in B2 C online shopping is discussed based on the presence. Conclusions are that interaction between consumers and website and interaction among consumers can increase consumer physical presence,and interaction between consumers and online sellers and interaction among consumers can increase consumer social presence. Furthermore,the physical presence is beneficial to the ability dimension of trust,and the social presence is beneficial to dimensions of integrity and kindness of trust.

作者赵宏霞王新海周宝刚

机构地区渤海大学管理学院中国矿业大学管理学院

出处《管理评论》 CSSCI 北大核心 2015年第2期43-54,共12页 Management Review

基金国家自然科学基金项目(71201012 71172218 71401015) 教育部人文社科基金项目(10YJC630407)

关键词 B2C 网络购物在线互动临场感信任 B2C e-commerce,online shopping,interaction,presence,trust

分类号 F713.55 [经济管理—市场营销] F713.36 [经济管理—产业经济]

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