网络团购中消费者社会互动对团购信任的影响

摘要/Abstract

摘要：

网络团购作为网络购物的一种方式，具有消费者社会互动的特性。在进行网络团购时，消费者会受到与他们发生信息交流的其他社会成员的影响。同时，在网络环境中，信任能够显著影响消费者进行网络购买的意愿。因此，本文在网络团购情境下，研究影响消费者信任程度改变的社会互动因素。通过分别对实体产品与服务产品团购的实验研究，表明网络团购中社会互动对消费者信任有显著的影响，这种影响体现在信息性和规范性两个方面。但信息性影响对服务产品信任程度改变的作用更大，而规范性影响对实体产品信任程度改变的作用更大。在不同的评论情境下（正面评论和负面评论），两种影响因素均会影响团购成员的信任程度，但影响程度没有显著性差异。

关键词: 网络团购, 信任, 消费者社会互动, 信息性影响, 规范性影响

Abstract:

As a type of online shopping, online group-buying has characteristic of consumers' social interaction. In the context of group-buying, consumers can be affected by other society members who share information and communicate with them online. Previous researchers have found that in online environment, trust can significantly influence consumers' willingness to purchase. Therefore, in this paper we study consumers' social interaction factors that affect trust in the context of online group-buying in China. Through the empirical study on the physical products and service products group-buying respectively, this paper indicates that consumers' social interaction has a significant influence on consumer trust in online group-buying. This influence is reflected in two aspects: informational influence and normative influence. However, informational influence plays a more important role in trust change for service products than physical products, while normative influence plays a more important role for physical products. Moreover, the study shows that in the different direction of comments (positive or negative comments), informational influence and normative influence do affect online group-buying individual's trust, but with no significant difference.

Key words: online group-buying, trust, consumers' social interaction, informational influence, normative influence

韩金星, 张喆, 古晨妍. 网络团购中消费者社会互动对团购信任的影响[J]. , 2016, 28(9): 148-162.

Han Jinxing, Zhang Zhe, Gu Chenyan. The Effect of Consumers' Social Interactions on Trust in Online Group-buying[J]. , 2016, 28(9): 148-162.

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