东北大学学报（自然科学版）

东北大学学报(自然科学版) ›› 2012, Vol. 33 ›› Issue (12): 1790-1794.DOI: -

• 论著 • 上一篇    下一篇

C2C环境下感知在线评论与初始信任的调节因素

赵佳;马钦海;张跃先;   

  1. 东北大学工商管理学院;东北大学秦皇岛分校;
  • 收稿日期:2013-06-19 修回日期:2013-06-19 发布日期:2013-04-04
  • 通讯作者: -
  • 作者简介:-
  • 基金资助:
    国家自然科学基金资助项目(70772096);;

Investigating moderators between perceived online reviews and initial trust under C2C contexts

Zhao, Jia (1); Ma, Qin-Hai (1); Zhang, Yue-Xian (2)   

  1. (1) School of Business Administration, Northeastern University, Shenyang 110819, China; (2) Northeastern University at Qinhuangdao, Qinhuangdao 066004, China
  • Received:2013-06-19 Revised:2013-06-19 Published:2013-04-04
  • Contact: Zhao, J.
  • About author:-
  • Supported by:
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摘要： 对网上卖家缺乏初始信任已经成为顾客选择网上购物的一个主要障碍.通过对C2C网上购物环境下的顾客进行问卷调查,探讨感知在线客户评论与顾客初始信任之间的影响因素,挖掘顾客专业能力和产品参与的调节效应.研究发现顾客专业能力对评论质量与顾客初始信任,以及评论者专业能力与顾客初始信任之间的关系具有调节作用;产品参与对评论质量、评论数量和评论者专业能力与初始信任之间的关系具有调节作用.

关键词: 初始信任, 感知在线客户评论, 顾客专业能力, 产品参与

Abstract: The lack of initial trust has become a barrier of using online shopping for customers. A conceptual model was built to investigate how the customer expertise and product involvement influence the relationship of customer reviews and initial trust. Based on a customer survey of online service, empirical research shows that customer expertise moderated the relationship between review quality and initial trust, as well as between reviewer expertise and initial trust. Additionally, product involvement moderated the relationship among review quality, review quantity, reviewer expertise and initial trust.

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