【摘要 (中文/英文)】 网络背景下的消费者行为与信任研究是当前学术探讨的热点,也深受管理实践者的关注。在网络环境下,信任被认为是消费者网络购物行为的重要条件,网络消费者信任建设因此受到理论界和管理界的重视。 文献表明,网络信任是消费者在与交易商家的互动中,综合考虑了对方合作可能性与信任收益后作出的判断,受到决策情景、个体特征、决策框架、决策阶段、互动过程等多个因素的影响。本研究试图以映像决策理论为参考框架分析消费者在网络环境下的消费行为与信任决策的动态过程,重点分析消费者在不同决策阶段的信任形成与发展特征,以及信任行为的选择过程,为网络商家进行有效的客户管理与营销活动提供新思路。 本研究通过半结构化访谈、计算机模拟实验和情景问卷调查等研究方法,对网络情景下的消费决策过程、信任形成、信任发展与信任行为选择等问题进行了系统实证分析。在统计分析结果的基础上,研究总结归纳了网络消费行为与信任决策的动态系统发展模型,并以此为基础提出相应的网络客户管理与信任建设策略。研究主要分为以下几个部分: 研究一:网络消费决策行为与信任过程的访谈研究。这部分研究通过对26名网络消费者和20名网络商家分别进行访谈,分析了消费者在网络背...更多景下的心理与行为特点,以及消费者决策过程中的关键影响因素。在此基础上,总结出网络消费者的决策模式与选择启发式,提出网络消费者的信任形成与发展过程的映像式模型。 研究二:网络消费者决策判断过程特征的实验研究。为了验证网络消费者决策过程的映像式模型,本研究采用网络环境与管理实验相结合的方法,用计算机模拟实验与情景任务来考察并分析网络消费行为的映像决策特征。110名在校大学生参加了实验。结果表明,网络消费者的决策过程存在映像式特征,消费者在两个决策阶段的行为存在显著差异,分别表现为采用相容性标准和收益性标准来判断和选择商家。 研究三:网络消费者的信任形成过程机制研究。在研究二验证网络消费者的映像式决策模式的基础上,本研究通过情景问卷调查的研究方法,从个体层面考察了个体因素在不同决策阶段对消费者信任形成的动态影响属性。245名消费者参加了这个研究。结果表明,在不同决策阶段,消费者个体因素对网络信任形成有着显著影响,并且这种影响随着决策阶段的转变而表现出不同作用机制。即相容性检验与收益性检验的前后,消费者进行信任判断所依据的个体因素与参考标准是不同的,使得信任形成依据具有动态发展性。 研究四:网络消费者信任态度的成长机制研究。本部分通过问卷调查分析了处于不同映像决策阶段下的消费者信任的内在变化与发展机制。结果表明,在映像决策框架下,随着交易时间的推移和消费者自身控制行为的发生,网络消费者的信任态度具有阶段式成长特征,经过相容性检验和收益性检验之后,不论从信任维度层面还是从整体信任层面来看,消费者的信任水平都显著提高。 研究五:映像决策模式下的消费者信任行为选择机制研究。本部分采用映像理论的框架,探讨了基于发展过程的信任态度对消费决策行为的影响。研究结果表明,消费者的信任态度显著影响其行为意愿,并且这种影响作用在不同的映像决策阶段存在差异。其中,初始信任与行为意愿相关关系不显著,而经过相容性检验和收益性检验之后的信任态度都分别与消费者的购买行为意愿显著正相关。 综合上述研究,在网络背景下,用映像决策理论可以很好地解释消费者的网络购物行为与信任决策过程。网络消费者的决策行为呈现出阶段性特征,同时其信任形成和发展具有明显的过程性与动态性,随着映像决策阶段的转变而动态变化,并对信任行为倾向产生动态影响。本文研究结果启示研究者应该更加关注网络消费者的决策行为和信任过程研究;而网络商家则应该做好细分群体的客户管理,提高消费者信任,促进消费者信任的构建与维持。 

 Online trust has attracted enormous interest in consumer behavior research and practice. Within E-Business context, trust can be considered as the psychological elements for the online consuming behavior, and is the key to the success of E-Commerce. Consequently, trust-building for online consumers is concerned by theorists and managers. In this study, trust is supposed to be a decision-making behavior under the risks that the other side might exploit his honor. Online trust is a judgment that exists in interdependent task based on behavior prediction and outcome measurement, and is influenced by task context, personality, and other factors. Basing on the image theory, this study discussed the dynamic process of online behavior and trust building, and especially focused on the dynamic system of online trust development, as well as the dynamic characteristic of consumer behaviors, which will provide a new perspective to manage customer trust and marketing campaigns for online marketers. This study systematically examined the process of online trust development by semi-structured interview, experiment and scenario questionnaires. With the results confirmed in these researches, a dynamic model of online trust which is based on the image theory has been proposed. Suggestions for online trust-building also have been discussed. The study was developed in five stages as following: (1) Analysis for the process of consumer behaviors and online trust decision-making. In this part, semi-structured interview and coding analysis of 26 online consumers and 20 online dealers were conducted to analyze the characters of online consumers' psychology and behaviors, as well as key factors that influence decision-making. Finally, an image model of decision-making process for online consumers was proposed. (2) Analysis for the characters of in decision-making for online consumers. In order to test the image theoretical model of online behavior, we examined the image characters of online decision-making by scenario experiment design. 110 students took part in the experiment. The results showed the validity of image framework for the process of online decision-making. Meanwhile, this process can be divided into two stages which have different behaviors. One has a compatible standard, and the other has a profitable standard. (3) Analysis for the dynamic process of online trust building. This part focuses on the dynamic influence of personality on the in different stages of trust-decision by scenario questionnaire research. The results show that the effects of personality in different stages are totally different. Meanwhile, when online consumers are making decision of trust, the personal references they use are different in each stage, which testifies the dynamic attribute of trust building. (4) Analysis for the dynamic mechanism of online trust development. We examined the trust transformation in different stage based on the image framework with questionnaire survey. The results show that under the image framework, the trust attitude of online consumers has dynamic characteristic, and the online trust level will increase via compatibility test or profitability test. (5) Analysis for the effect mechanism of trust attitude on consumer behaviors. Using questionnaire research, the results were acquired as follow: the online trust can facilitate the online purchasing behaviors significantly after compatibility test and profitability test. However, the initial trust doesn't have a significant effect on online consumer behaviors. With the results of the five above researches, we concluded that under the E-Business context, image theory can explain consumer behaviors appropriately, especially for online trust building and development. The process of trust decision-making has obvious dynamic, changing with the transformation of image stages, and dynamically influence consumer behaviors. The results of this study revealed that researchers should pay more attention to the dynamic process of online trust building and development, and managers should improve the online trust, and promote construction and maintenance of consumer trust.

【关键词 (中文/英文)】 网络消费; 映像理论; 信任决策; 动态属性

online consumer; image theory; online trust; dynamic characteristic