摘要
文章基于文献回顾以及焦点小组访谈,对T2O模式下消费者初始信任的影响因素进行实证分析,并考察这些影响因素在人口统计变量上的差异。结果表明,消费者先期信任、电视节目吸引力、电视与电商的声誉、商品特征、信息安全与对称影响T2O模式下消费者的初始信任;这五类影响因素在消费者性别、年龄、教育程度上具有显著差异。基于研究结果,文章为电视媒体、电商平台、品牌商家合作提升消费者初始信任提出相关建议。
Based on literature review and focus group interview,we explore the questionnaire in order to obtain the data,then analyze factors of consumer initial trust in T2O empirically and examine the differences of these factors affecting demographic variables.The results show that the existing consumer trust,the attraction of TV programs,the reputation of TV and online merchants,the product features,the information security and symmetry influence the consumer initial trust in T2O;these five factors have significant differences in gender,age and education.Based on these,we put forward some advice that TV media,business platforms and brand businesses can cooperate with each other in improving consumer initial trust.
作者
李少华
杨柳
LI Shao-hua;YANG Liu(School of Management,Tianjin Normal University,Tianjin 300387 China)
出处
《广西经济管理干部学院学报》
2017年第2期26-32,共7页
Journal of GuangXi Cadres College of Economic and Management
基金
国家社会科学基金项目"互联网环境下消费者信任修复研究"(项目编号:13CGL059)
天津市"131"创新型人才培养工程
