根据B2C电子商务网站在经营过程中的信任水平，把中国家电业B2C电子商务网站分为三个信任阶段，即高压力销售、中间信任关系与完全信任关系阶段。采用内容分析法，对典型家电业B2C电子商务网站进行研究调查，发现中国家电业B2C电子商务网站的信任水平总体上处在中间信任关系阶段，最后，提出中国不同类型家电业B2C电子商务网站发展到完全信任关系阶段应该采取的对策。
Abstract
This paper classifies Chinese family electrical industry B2C E-commerce sites into three kinds of different trust stages on the basis of the trust level of B2C e-commerce sites during their operation, namely the high-pressure selling, trust building, trusting relationship. Using content analysis, a survey is conducted to the typical family electrical appliances industry B2C EC sites. The research discovers that the trust level of Chinese family electrical appliances industry B2C EC sites has the trusting building relationship stage as a whole, then proposes the strategy measures which the Chinese different type electrical industry B2C EC website reach trusting relationship stage.
关键词
信任 /
高压力销售 /
中间信任关系 /
完全信任关系
{{custom_keyword}} /
Key words
trust /
the high-pressure selling /
trust building /
trusting relationship
{{custom_keyword}} /
{{custom_sec.title}}
{{custom_sec.title}}
{{custom_sec.content}}
参考文献
[1] 中国互联网络信息中心.第二十五次中国互联网发展状况统计报告.2010.1
[2] 艾瑞咨询集团.2009-2010年中国家电B2C网络购物研究报告. 2010
[3] 中国互联网络信息中心.第二十四次中国互联网发展状况统计报告.2009.7
[4] Deepak Sirdeshmukh, Jagdip Singh, Barry Sabol. Consumer Trust, Value, and Loyalty in Relational Exchanges[J]. The Journal of Marketing, 2002, (66): 15-37
[5] Richard Fisher, S. Zoe Chu. Initial online trust formation: the role of company location and web assurance [J]. Managerial Auditing Journal, 2009, 24(6): 542-563
[6] David Gefen, Elena Karahanna, Detmar W. Straub .Trust and TAM in Online Shopping: An Integrated Model[J] .MIS Quarterly, 2003,27,(1): 51-90
[7] Cynthia L. Corritore, Beverly Kracher, Susan Wiedenbeck. On-line trust: concepts, evolving themes, a model [J]. Int. J. Human-Computer Studies. 2003, (58): 737–758
[8] Glen L. Urban, Fareena Sultan, William J. Qualls. Placing Trust at the Center of Your Internet Stratety[J], Sloan Management Review. 2000, (10)
[9] 埃里克?布伦乔尔森，格伦?厄尔本. 成功的第二代电子商务战略[M].李一军等，译.1版. 北京：高等教育出版社，2006.
[10] Prashant Palvia. The role of trust in e-commerce relational exchange: A uni?ed model[J]. Information & Management, 2009, 46:213–220
[11] P. Papadopoulou. Applying virtual reality for trust-building e-commerce environments[J]. Virtual Reality,2007,11:107–127
[12] Rhys Smith, Jianhua Shao. Privacy and e-commerce: a consumer-centric Perspective[J]. Electron Commerce Res. 2007, (7): 89–116.
[13] Dan J. Kim, Donald L. Ferrin, H. Raghav Rao. A trust-based consumer decision-making model in EC: The role of trust, perceived risk, and their antecedents[J]. Decision Support Systems, 2008, (44): 544–564
[14] Katherine J. Stewart. Trust Transfer on the World Wide Web[J]. Organization Science, 2003, 14(1)5-17
[15] David Gefen, Elena Karahanna, Detmar W. Straub. Trust and TAM in Online Shopping: An Integrated Model[J]. MIS Quarterly, 2003, 27(1): 51-90
[16] Koufaris M, Hampton-Sosa W. The development of initial trust in an online company by new customers[J]．Information and Management,2004,41:377–397
[17] Paul A. Pavlou, Angelika Dimoka. The Nature and Role of Feedback Text Comments in Online Marketplaces: Implications for Trust Building, Price Premiums, and Seller Differentiation [J]. Information Systems Research, 2006, 8.
[18] Dianne Cyr, Milena Head, Alex Ivanov. Perceived interactivity leading to e-loyalty: Development of a model for cognitive–affective user responses[J]. Int. J. Human-Computer Studies, 2009,67: 850–869
[19] Valerie Trifts, Gerald H?ubl. Information Availability and Consumer Preference: Can Online Retailers Benefit from Providing Access to Competitor Price Information? [J] Journal of Consumer Psychology, Consumers in Cyberspace, 2003, 13（1/2）:149-159
{{custom_fnGroup.title_cn}}
脚注
{{custom_fn.content}}
PDF(394 KB)
({{custom_author.role_cn}}), {{javascript:window.custom_author_cn_index++;}}
