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消费者信任转移研究——企业线下信任如何促进在线购买 被引量:6

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摘要 本文旨在了解企业在线经营过程中,消费者对企业线下信任如何转移到线上信任。实验研究表明,企业线下信任对线上信任有正面影响,消费者的网络购买经验会强化该关系,线上信任还会促进消费者购买意愿的提升。企业在线经营不能忽略企业线下信任的塑造,同时,要注意引导顾客多接触企业网站,鼓励进行网络购买。文章最后提出了研究局限和未来研究方向。
作者 张辉
出处 《商业时代》 北大核心 2011年第36期28-30,共3页 Commercial
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同被引文献93

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