消费者体验内容与网络购物信任演化

摘要

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。%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.