消费升级下在线信任及其对在线消费行为的影响研究

以消费者购买决策理论为基础,探讨消费升级下在线信任及其对在线消费行为的影响,选取商家声誉、物流服务质量、平台功能和促销活动四个维度进行分析.研究表明:在线信任、物流服务质量、平台功能以及促销活动对在线购买意愿的正向影响显著;此外,在线信任在物流服务质量、平台功能以及促销活动对在线购买意愿的影响中起到部分中介作用,在商家声誉对在线购买意愿的影响中起到完全中介作用.当前,在消费升级环境下,线上零售商应注重声誉的打造,通过提高在线信任来降低减轻消费者风险,同时在运营中优化线上购买流程和商品陈列设置,精准匹配促销信息,保持顾客感知优势.

Research on Online Trust and Its Influence on Online Consumption Behavior under Consumption Upgrading

Based on the consumer purchase decision theory, this paper discusses the online trust and its impact on online consumption behavior in the context of consumption upgrading, and selects four dimensions:retailer reputation, logistics service quality, platform function and promotional activities. Research findings show that online trust, logistics service quality, platform function and promotional activities have a significant positive impact on online purchase intention. In addition, online trust plays a partial mediating role in the impact of logistics service quality, platform function and promotional activities on online purchase intention, and completely mediates the impact of retailer reputation on online purchase intention. At present, under consumption upgrading, online retailers should pay attention to the building of reputation, reduce consumer risk by increasing online trust, and optimize online purchase process and product display settings in operation, at the same time, accurately match promotional information to maintain customer perceived advantage.