感知信任和感知价格，哪个在网络购物中更重要？

Hee-Woong Kim

摘要：价格和信任被认为是两个重要的因素,影响顾客购买决定在网上购物。本文考察了这两个因素对在线购买决策的潜在顾客和回头客的相对影响。他们的相对影响的知识和他们的相对变化的角色在客户事务经验是有用的，在发展中定制销售策略可以针对不同群体的客户。这项研究的结果显示,对购买意图两个潜在的在线商店和回头客而言，信任比感知价格产生了更强大的影响。这些结果也表明了,价格走强影响购买决定的回头客和潜在的客户。与潜在客户的购买决策的影响相比，感知信任对回头客产生了更强的影响。

关键词：网上购物，感知信任，感知价格，心理会计理论，网上购物决策

产品价格一直被认为是客户选择的一个关键因素。价格一直被视为一种货币的牺牲获取产品或一个产品质量信号（李奇登斯坦等，1993和Zeithaml，1988）。最领先的产品类别，在网络购物的环境（例如，门票，书籍，和音乐CD）包括“低接触”的产品和“请勿触摸”服务（EIAA，2006和林奇等，2001）。当产品是一个低接触品质（即，搜索产品），产品质量在供应商保持不变（克莱因1998），允许客户主要集中在价格最小化（Dodds等，1991，和2010，麦斯威尔Garbarino，冯诺依曼和摩根斯坦，1953和Zeithaml等，1988）。客户寻求提供最好的价格销售商的努力促进了网络购物虫或比较的网站（例如，BizRate。COM）。电子市场，从而让客户很容易比较供应商之间的价格，找到的最便宜的可能选项。

相反,由于买方和卖方之间的物理距离和时间在电子市场,网上购物带来不确定性和体现了风险,这来自购买和交付之间的时间流逝的产品。在这种风险和不确定性的存在,缺乏信任的互联网供应商已被确认为最伟大的障碍抑制网络交易的供应商（霍夫曼等人。，1999，帕夫洛等，2007）。许多研究（例如，Gefen等，2003，和2000，格拉齐奥利现象，麦克奈特等，2002和Pavlou和葛粉，2004）认为，在一个在线商店的信任已经成为网络购物的顾客决策的一个关键因素。事实上，信任通常被视为一个电子商务的成功的最重要的先决条件（霍夫曼等，1999，帕夫洛等，2007）以及移动商务（罗等，2010，斯欧和沈，2003）。一个受欢迎的新闻文章（环东2001）提到，信任是影响电子商务成功的首要因素。

尽管先前的研究已经划定了对一个在线商店,价格和信任的重要性。在这两个因素的协同影响在线购买决策需要更多的关注。互联网供应商,这是一个关键的战略问题,因为他们需要决定是否与他人竞争的基础上价格或信任。基于事实的价格长期以来被认为是一个关键指标的客户选择,客户可以很容易地比较价格在互联网供应商,选择更便宜的替代品,互联网供应商可以考虑发展price-oriented竞争策略。相反,论证的基础上倡导信任支持者,互联网供应商可以考虑发展trust-oriented策略。然而,信任构建需要额外的投资,如声誉建设、服务质量改进,增强客户满意度（Jarvenpaa等，2000，基姆和Benbasat，2006，基姆等，2004，辛格和Sirdeshmukh，2000）。牺牲在这两个极端之间,互联网供应商可以尝试实现一个平衡价格和信任给的两个因素不同的权重策略。为了做到这一点,互联网供应商需要知道信任的相对重要性和价格在客户的在线购买决策。这也将是有用的互联网供应商知道信任和价格可能会影响初始销售新客户和重复销售返回客户不同,适当市场这两个客户群体。例如,(Reibstein 2002)发现,首次网上销售价格最重要的因素,但最重要的因素为在线重复销售。

基于上述研究的需要,本文目的是为了研究真实价格与感知价格的不同 (即感知信任。,关于一套诚信的互联网供应商，即对比主观感知的价格在同一互联网中一个供应商与价格与其他供应商)当然，这是基于在客户决定在网上购物的背景下。具体来说,我们试图回答两个研究问题:(1)感知价格和真实价格的不同，会影响潜在客户在网店上购买商品的重复性吗?(2)两个因素,认为真实和感知价格,哪一因素对网络购买意愿发挥更强的影响?在这项研究中,潜在客户是那些浏览网站的互联网供应商,但还没有从供应商购买。他们可能与其他网络供应商有交易经验,但不是在本地互联网供应商。回头客是那些从目标网络供应商至少购买了一次的客户。

本研究的贡献在许多方面对我们的客户的决策知识。首先，考察了当顾客做出购买决定时，信任感知和感知价格与互联网供应商的相对重要性。第二，探讨对于互联网供应商，感知信任的影响变化和感知价格对消费者购买决策的客户类型（从重复顾客和潜在顾客）。第三，它为网络供应商提供了实用的见解,说明潜力和回头客重量感知信任和感知在进行购买决策时的价格不同。

本文的其余部分组织如下。在下一节中，我们提出的理论背景，其次是研究模型和假设。然后我们描述了研究方法。分析实证结果后，我们讨论的理论和实践意义和最后的总结。

外文文献出处：Volume 11, Issue 3, May–June 2012, Pages 241–252

Which is more important in Internet shopping, perceived price or trust?

Abstract

Price and trust are considered to be two important factors that influence customer purchasing decisions in Internet shopping. This paper examines the relative influence they have on online purchasing decisions for both potential and repeat customers. The knowledge of their relative impacts and changes in their relative roles over customer transaction experience is useful in developing customized sales strategies to target different groups of customers. The results of this study revealed that perceived trust exerted a stronger effect than perceived price on purchase intentions for both potential and repeat customers of an online store. The results also revealed that perceived price exerted a stronger influence on purchase decisions of repeat customers as compared to that of potential customers. Perceived trust exerted a stronger influence on purchase decisions of potential customers as compared to that of repeat customers.

Keywords

Internet shopping; Perceived trust; Perceived price; Mental accounting theory; Online purchase decision making

1. Introduction

Product price has long been considered a key predictor of customer choice. Price has been regarded as either a monetary sacrifice for obtaining a product or a quality signal of a product (Lichtenstein et al., 1993 and Zeithaml, 1988). Most leading product categories in the context of Internet shopping (e.g., tickets, books, and music CDs) involve lsquo;low touchrsquo; products and lsquo;no touchrsquo; services (EIAA, 2006 and Lynch et al., 2001). When products are of a low touch nature3 (i.e., search products), product quality remains constant across vendors (Klein 1998), allowing customers to focus primarily on price minimization (Dodds et al., 1991, Garbarino and Maxwell, 2010, Von Neumann and Morgenstern, 1953 and Zeithaml et al., 1988). The efforts of customers to seek out the vendors offering the best prices are facilitated in part by Internet shopbots or comparison websites (e.g., BizRate.com). Electronic markets thus allow customers to easily compare prices across vendors and find the cheapest possible alternative.

Conversely, because of the physical and temporal distance between buyer and seller in the electronic marketplace, Internet shopping incurs uncertainty and embodies risk, which arises from the time lapse between the purchase and the delivery of the products. In the presence of such risk and uncertainty, lack of trust in an Internet vendor has been identified as one of the greatest barriers inhibiting Internet transactions with the vendor (Hoffman et al., 1999 and Pavlou et al., 2007). Many studies (e.g., Gefen et al., 2003, Grazioli and Jarvenpaa, 2000, McKnight et al., 2002 and Pavlou and Gefen, 2004) have argued that trust in an online store has become a key predictor of customer decisions in Internet shopping. Indeed, trust is often regarded as one of the most important prerequisites for the success of e-commerce (Hoffman et al., 1999 and Pavlou et al., 2007) as well as mobile commerce (Luo et al., 2010 and Siau and Shen, 2003). A popular press article (Vintone 2001) mentioned that trust is the top factor affecting the success of e-commerce.

Although previous research has delineated the importance of both price and trust in an online store, the synergy effect of these two factors on online purchase decision needs more attention. For Internet vendors, this is a critical strategy issue, because they need to decide whether to compete with others on the basis of price or trust. Based on the facts that price has long been considered a key predictor o

剩余内容已隐藏，支付完成后下载完整资料

感知信任和感知价格，哪个在网络购物中更重要？

Hee-Woong Kim

摘要：价格和信任被认为是两个重要的因素,影响顾客购买决定在网上购物。本文考察了这两个因素对在线购买决策的潜在顾客和回头客的相对影响。他们的相对影响的知识和他们的相对变化的角色在客户事务经验是有用的，在发展中定制销售策略可以针对不同群体的客户。这项研究的结果显示,对购买意图两个潜在的在线商店和回头客而言，信任比感知价格产生了更强大的影响。这些结果也表明了,价格走强影响购买决定的回头客和潜在的客户。与潜在客户的购买决策的影响相比，感知信任对回头客产生了更强的影响。

关键词：网上购物，感知信任，感知价格，心理会计理论，网上购物决策

产品价格一直被认为是客户选择的一个关键因素。价格一直被视为一种货币的牺牲获取产品或一个产品质量信号（李奇登斯坦等，1993和Zeithaml，1988）。最领先的产品类别，在网络购物的环境（例如，门票，书籍，和音乐CD）包括“低接触”的产品和“请勿触摸”服务（EIAA，2006和林奇等，2001）。当产品是一个低接触品质（即，搜索产品），产品质量在供应商保持不变（克莱因1998），允许客户主要集中在价格最小化（Dodds等，1991，和2010，麦斯威尔Garbarino，冯诺依曼和摩根斯坦，1953和Zeithaml等，1988）。客户寻求提供最好的价格销售商的努力促进了网络购物虫或比较的网站（例如，BizRate。COM）。电子市场，从而让客户很容易比较供应商之间的价格，找到的最便宜的可能选项。

相反,由于买方和卖方之间的物理距离和时间在电子市场,网上购物带来不确定性和体现了风险,这来自购买和交付之间的时间流逝的产品。在这种风险和不确定性的存在,缺乏信任的互联网供应商已被确认为最伟大的障碍抑制网络交易的供应商（霍夫曼等人。，1999，帕夫洛等，2007）。许多研究（例如，Gefen等，2003，和2000，格拉齐奥利现象，麦克奈特等，2002和Pavlou和葛粉，2004）认为，在一个在线商店的信任已经成为网络购物的顾客决策的一个关键因素。事实上，信任通常被视为一个电子商务的成功的最重要的先决条件（霍夫曼等，1999，帕夫洛等，2007）以及移动商务（罗等，2010，斯欧和沈，2003）。一个受欢迎的新闻文章（环东2001）提到，信任是影响电子商务成功的首要因素。

尽管先前的研究已经划定了对一个在线商店,价格和信任的重要性。在这两个因素的协同影响在线购买决策需要更多的关注。互联网供应商,这是一个关键的战略问题,因为他们需要决定是否与他人竞争的基础上价格或信任。基于事实的价格长期以来被认为是一个关键指标的客户选择,客户可以很容易地比较价格在互联网供应商,选择更便宜的替代品,互联网供应商可以考虑发展price-oriented竞争策略。相反,论证的基础上倡导信任支持者,互联网供应商可以考虑发展trust-oriented策略。然而,信任构建需要额外的投资,如声誉建设、服务质量改进,增强客户满意度（Jarvenpaa等，2000，基姆和Benbasat，2006，基姆等，2004，辛格和Sirdeshmukh，2000）。牺牲在这两个极端之间,互联网供应商可以尝试实现一个平衡价格和信任给的两个因素不同的权重策略。为了做到这一点,互联网供应商需要知道信任的相对重要性和价格在客户的在线购买决策。这也将是有用的互联网供应商知道信任和价格可能会影响初始销售新客户和重复销售返回客户不同,适当市场这两个客户群体。例如,(Reibstein 2002)发现,首次网上销售价格最重要的因素,但最重要的因素为在线重复销售。

基于上述研究的需要,本文目的是为了研究真实价格与感知价格的不同 (即感知信任。,关于一套诚信的互联网供应商，即对比主观感知的价格在同一互联网中一个供应商与价格与其他供应商)当然，这是基于在客户决定在网上购物的背景下。具体来说,我们试图回答两个研究问题:(1)感知价格和真实价格的不同，会影响潜在客户在网店上购买商品的重复性吗?(2)两个因素,认为真实和感知价格,哪一因素对网络购买意愿发挥更强的影响?在这项研究中,潜在客户是那些浏览网站的互联网供应商,但还没有从供应商购买。他们可能与其他网络供应商有交易经验,但不是在本地互联网供应商。回头客是那些从目标网络供应商至少购买了一次的客户。

本研究的贡献在许多方面对我们的客户的决策知识。首先，考察了当顾客做出购买决定时，信任感知和感知价格与互联网供应商的相对重要性。第二，探讨对于互联网供应商，感知信任的影响变化和感知价格对消费者购买决策的客户类型（从重复顾客和潜在顾客）。第三，它为网络供应商提供了实用的见解,说明潜力和回头客重量感知信任和感知在进行购买决策时的价格不同。

本文的其余部分组织如下。在下一节中，我们提出的理论背景，其次是研究模型和假设。然后我们描述了研究方法。分析实证结果后，我们讨论的理论和实践意义和最后的总结。

外文文献出处：Volume 11, Issue 3, May–June 2012, Pages 241–252

Which is more important in Internet shopping, perceived price or trust?

Abstract

Price and trust are considered to be two important factors that influence customer purchasing decisions in Internet shopping. This paper examines the relative influence they have on online purchasing decisions for both potential and repeat customers. The knowledge of their relative impacts and changes in their relative roles over customer transaction experience is useful in developing customized sales strategies to target different groups of customers. The results of this study revealed that perceived trust exerted a stronger effect than perceived price on purchase intentions for both potential and repeat customers of an online store. The results also revealed that perceived price exerted a stronger influence on purchase decisions of repeat customers as compared to that of potential customers. Perceived trust exerted a stronger influence on purchase decisions of potential customers as compared to that of repeat customers.

Keywords

Internet shopping; Perceived trust; Perceived price; Mental accounting theory; Online purchase decision making

1. Introduction

Product price has long been considered a key predictor of customer choice. Price has been regarded as either a monetary sacrifice for obtaining a product or a quality signal of a product (Lichtenstein et al., 1993 and Zeithaml, 1988). Most leading product categories in the context of Internet shopping (e.g., tickets, books, and music CDs) involve lsquo;low touchrsquo; products and lsquo;no touchrsquo; services (EIAA, 2006 and Lynch et al., 2001). When products are of a low touch nature3 (i.e., search products), product quality remains constant across vendors (Klein 1998), allowing customers to focus primarily on price minimization (Dodds et al., 1991, Garbarino and Maxwell, 2010, Von Neumann and Morgenstern, 1953 and Zeithaml et al., 1988). The efforts of customers to seek out the vendors offering the best prices are facilitated in part by Internet shopbots or comparison websites (e.g., BizRate.com). Electronic markets thus allow customers to easily compare prices across vendors and find the cheapest possible alternative.

Conversely, because of the physical and temporal distance between buyer and seller in the electronic marketplace, Internet shopping incurs uncertainty and embodies risk, which arises from the time lapse between the purchase and the delivery of the products. In the presence of such risk and uncertainty, lack of trust in an Internet vendor has been identified as one of the greatest barriers inhibiting Internet transactions with the vendor (Hoffman et al., 1999 and Pavlou et al., 2007). Many studies (e.g., Gefen et al., 2003, Grazioli and Jarvenpaa, 2000, McKnight et al., 2002 and Pavlou and Gefen, 2004) have argued that trust in an online store has become a key predictor of customer decisions in Internet shopping. Indeed, trust is often regarded as one of the most important prerequisites for the success of e-commerce (Hoffman et al., 1999 and Pavlou et al., 2007) as well as mobile commerce (Luo et al., 2010 and Siau and Shen, 2003). A popular press article (Vintone 2001) mentioned that trust is the top factor affecting the success of e-commerce.

Although previous research has delineated the importance of both price and trust in an online store, the synergy effect of these two factors on online purchase decision needs more attention. For Internet vendors, this is a critical strategy issue, because they need to decide whether to compete with others on the basis of price or trust. Based on the facts that price has long been considered a key predictor o

剩余内容已隐藏，支付完成后下载完整资料

资料编号：[287319]，资料为PDF文档或Word文档，PDF文档可免费转换为Word