O2O商业模式中闭环的形成机制研究——基于信任迁移的视角.DOCVIP

020商业模式中闭环的形成机制研究 一一基于信任迁移的视角 胡立君 中南财经政法大学信息与安全工程学院+ 法大学现代产业经济研宄中心 闭环构建是020商业模式成功的关键论题，信任在闭环构建中承担重要角色。 020模式中，消费者信任分布在线上平台和线下商家，线上线下信任交互影响， 串行传递。本文注意到020模式中的信任迁移与闭环构建之间的内在联系，设计 研究模型，以农村旅游020为研究对象，采用问卷调查收集256份消费者样本， 实证检验结果表明，特别保证感知、平台质量感知正向影响线上初始信任。在线 评价有效性和在线信息有效性作为中介变量，驱动线上初始信任向线下初始信 任迁移，线下初始信任激发线下体验动机。线下体验后，质量形象、服务形象等 形象变量帮助建立线下持续信任，线下持续信任形成中的体验感知和对020平 台的初始感知共同影响消费者对线上平台的持续信任，线上持续信任赢取消费 者的态度忠诚和行为忠诚。“线上一线下一线上”的信任迁移路径很好地诠释了 020闭环的形成机理，信任迁移的实现策略同时回答了 020闭环的构建机制。基 于研宄结论，木文为020环路的构建和稳固提出了有效可行的管理建议。 关键词： 020模式;闭环;线上信任;线下信任;信任迁移; 基金：国家社科棊金一般项FI “双向农村020商业模式的创新设计及系统整合研 宄” （16BGL192） Researching the Formation Mechanism of 020 Closed-Loop: A Trust Transfer Perspective ZHANG Xin-xiang HU Li-jun School of Information and Security Engineering， Zhong Nan University of Economics and Law; The Research Center of Modern Industrial Economy， Zhong Nan University of Economics and Law; Abstract： The growing popularity of social media and the rapid development of information technology jointly enable online to off 1 ine ( 02 0) e-commerce emerge. This new e-commerce model connects offline business opportunities with online platform, make the platform be the online promotion channel for offline transactions. Customers can play orders online and then experience real consumptions offline. Other scholars proposed offline to online 02 0 model, which means that customers can visit physical store first and then receive services online. No mater “online to offline” or “offline to online, ’’ the success of 02 0 commerce depends on whether online platform and offline stores can work together to form the “online purchase-offline experience-online repurchase” closed loop. However, it is very difficult to form this operation loop in the fiercely competitive 02 0 markets because customer can easily switch to alternative 02 0 system, and little research has been done to explore this issue. In consequence, this study aim to explore the formation mechanism of 02 0 closed loop. Building customer loyalty