商业研究
商業研究
상업연구
COMMERCIAL RESEARCH
2015年
9期
123-129,142
,共8页
网络营销%信任%品牌体验%服务体验%关系体验
網絡營銷%信任%品牌體驗%服務體驗%關繫體驗
망락영소%신임%품패체험%복무체험%관계체험
network marketing%trust%brand experience%service experience%relationship experience
本文将网络购物信任分为信任建立和信任维系两个阶段,并从品牌体验、服务体验和关系体验维度分析了消费者体验内容对不同阶段信任的影响。研究发现:在信任建立阶段,品牌体验和服务体验及其交互作用对信任具有显著影响,关系体验对信任既不具有显著直接作用也不具有显著调节作用;在信任的维系阶段,品牌体验和服务体验及其交互作用对信任仍具有显著影响,关系体验对信任不具有显著直接作用,但具有显著的调节作用。
本文將網絡購物信任分為信任建立和信任維繫兩箇階段,併從品牌體驗、服務體驗和關繫體驗維度分析瞭消費者體驗內容對不同階段信任的影響。研究髮現:在信任建立階段,品牌體驗和服務體驗及其交互作用對信任具有顯著影響,關繫體驗對信任既不具有顯著直接作用也不具有顯著調節作用;在信任的維繫階段,品牌體驗和服務體驗及其交互作用對信任仍具有顯著影響,關繫體驗對信任不具有顯著直接作用,但具有顯著的調節作用。
본문장망락구물신임분위신임건립화신임유계량개계단,병종품패체험、복무체험화관계체험유도분석료소비자체험내용대불동계단신임적영향。연구발현:재신임건립계단,품패체험화복무체험급기교호작용대신임구유현저영향,관계체험대신임기불구유현저직접작용야불구유현저조절작용;재신임적유계계단,품패체험화복무체험급기교호작용대신임잉구유현저영향,관계체험대신임불구유현저직접작용,단구유현저적조절작용。
The paper divides trust into trust building and trust maintenance and analyzes the influence of customer expe-rience content on different trust stages from brand experience, service experience and relationship experience.Conclu-sions are that brand experience and service experience and their interaction have significant influence on trust at the building stage, yet the relationship experience has no significant direct role or moderating role on trust; at the mainte-nance stage of trust, brand experience and service experience and their interaction still have significant influence on trust, and relationship experience has no significant direct effect on trust but plays a significant regulatory effect.