B2C网络购物临场感与跨渠道搭便车意愿的影响

摘要

在网络购物的环境中，临场感通过网络不信任影响着消费者跨渠道搭便车的意愿，模型研究表明空间临场感与认知不信任、情感不信任、跨渠道搭便车之间呈不相关关系，社会临场感与认知不信任、情感不信任、跨渠道搭便车之间呈负相关关系，认知不信任与跨渠道搭便车之间呈负相关关系，情感不信任与跨渠道搭便车之间呈正相关关系。购物网站应增强网站的个性化和生动性，加大网站与消费者之间的人机互动，营造有益的临场感，减少跨渠道搭便车的可能性。%In the context of online shopping,presence has impact on consumers’cross-channel free-riding intention through distrust. The research finds that there is no relationship among physical presence and cognitive distrust,emotional distrust and cross-channel free-riding intention;the relationships among social presence and cognitive distrust,emotional distrust cross-channel free-riding intention are negative;the relationship between cognitive trust and cross-channel free-riding intention is negative;while the relationship between emotional distrust and cross-channel free-riding intention is positive. The authors suggest that websites of shopping should create beneficial presence through enhancing the individuality and vitality of themselves,and increasing interaction between consumers and the websites,and reduce the probability of cross-channel free-riding.