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Modern Marketing 2019
性别差异、购物经验、收入水平对信任转移的影响研究
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Abstract:
以永辉超市为调研主体，研究消费者将信任从超市实体店转移到购物平台即京东到家永辉超市，消费者自身因素中性别差异、购物年限、购物频率和收入水平与信任转移的关系。采用调查问卷的方式收集数据，运用SPSS和多元Logistic回归模型，实证研究了消费者自身因素对渠道间信任转移的影响和作用。研究结果表明：在中国电子商务市场环境下，消费者将信任从实体店转移到购物平台的过程中，性别差异对信任转移不存在显著的正向影响，为国外有关研究分歧增加了一个实证；购物年限和购物频率显著影响信任转移，消费者依靠自身交易经验来决定是否作出消费渠道的信任转移；消费者的收入水平对渠道间信任转移不存在显著的正向影响。
The paper made investigation of Yonghui supermarket, and researched consumers’ trust transfer from the supermarket to online shopping platform with the same brand, to analyze the impact of consumers' factors such as gender, shopping length, shopping frequency and income level on trust transfer. Using questionnaires to collect data, using SPSS and multivariate Logistic regression model, empirical study is aimed to find out the impact of consumer factors on trust transfer. The results show that in the Chinese e-commerce market, while consumers transfer the trust from the store to shopping platform, the gender difference does not have significant positive impact, which increases an example for foreign academic argument. Shopping length and shopping frequency affect trust transfer; consumers rely on their own transactions experience to decide whether to change shopping channel. Furthermore, there is no significant influence of income level on trust transfer.
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