您的位置 > 首页 > 学术动态 > 【论文】Jing-Di Zhao, Jin-Song Huang, 苏凇 (通讯作者):“The effects of trust on ...

                                                                                                                                                              【论文】Jing-Di Zhao, Jin-Song Huang, 苏凇 (通讯作者):“The effects of trust on ...

                                                                                                                                                              来源:北京师范大学经济与工商管理学院 | 2019-06-14 | 发布:经管之家

                                                                                                                                                              Jing-Di Zhao, Jin-Song Huang, 苏凇 (通讯作者)(2019): The effects of trust on consumers’ continuous purchase intentions in C2C social commerce: A trust transfer perspective, Journal of Retailing and Consumer Services, 50:42–49. https://doi.org/10.1016/j.jretconser.2019.04.014.

                                                                                                                                                              Abstract:

                                                                                                                                                              This study develops a trust mechanism based on trust transfer theory in the context of customer-to-customer (C2C) social commerce. Based on combined data from 206 sellers and consumers, this study finds that customers have continuous purchase intentions when they trust sellers and brands at the same time and that consumers generate brand trust due to trust in sellers. In addition, with informational and emotional support, consumers can generate trust in individual sellers. Finally, promotion, which is a common strategy used by C2C sellers, will damage the trust transfer from sellers to the brand.


                                                                                                                                                              本文已经过优化显示,查看原文请点击以下链接:
                                                                                                                                                              查看原文:http://bs.bnu.edu.cn/xzcg/213737.html

                                                                                                                                                              院校点评more

                                                                                                                                                              京ICP备11001960号  京ICP证090565号 京公网安备1101084107号 论坛法律顾问:王进律师知识产权保护声明免责及隐私声明   主办单位:人大经济论坛 版权所有
                                                                                                                                                              联系QQ:2881989700  邮箱:service@pinggu.org
                                                                                                                                                              合作咨询电话:(010)62719935 广告合作电话:13661292478(刘老师)

                                                                                                                                                              投诉电话:(010)68466864 不良信息处理电话:(010)68466864
                                                                                                                                                              众益彩彩票|安全购彩