线上线下渠道的消费者风险感知及信任传递研究
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摘要
如何将多年努力积累的线下消费者信任转移为对在线产品的良好感知是推动线下企业拓展线上渠道的关键问题。基于线上线下消费者感知风险不同,研究了渠道间信任传递及其定价问题。以渠道拓展的线上消费者信任为对象,构造了感知风险、线上信任程度影响下的消费者效用函数,建立了Stackelberg博弈模型,讨论了渠道定价与线上信任程度的关系以及渠道间信任传递的主要决定因素。研究结果表明,线上信任程度增加导致线下定价降低,线下需求减少且线上需求增加,制造商利润增加而零售商利润下降。此外,制造商对线上渠道信任传递的努力随线下产品绩效波动的增加而减少,随信任传递成本系数的增加而减少,随线下线上成本差的增加而增加。
How to transfer the accumulated trust of offline consumers to good perception of online products is the key issue to promote offline enterprises to expand online channels. Based on the difference of perceptive risk between consumers online and offline, trust transfer and pricing in the channels have been researched. Taking online consumer trust when channel extends as the object of research, consumer utility function influenced by perceptive risk and online trust level has been constructed, Stackelberg game model established and the relationship of pricing vs. online trust level and the principal decisive elements of trust transfer between channels discussed. Research result shows that, with the online trust level increasing, the price offline would be decreased, the market demand offline would be reduced and the market demand online increased, the profit of manufacture increased and the profit of retailer decreased. In addition, the effort of manufacture for online trust transfer would be decreased with the product performance fluctuation increasing, deceased with the cost coefficient of trust transfer increasing and increased with the differ of cost between online and offline increasing.
How to transfer the accumulated trust of offline consumers to good perception of online products is the key issue to promote offline enterprises to expand online channels. Based on the difference of perceptive risk between consumers online and offline, trust transfer and pricing in the channels have been researched. Taking online consumer trust when channel extends as the object of research, consumer utility function influenced by perceptive risk and online trust level has been constructed, Stackelberg game model established and the relationship of pricing vs. online trust level and the principal decisive elements of trust transfer between channels discussed. Research result shows that, with the online trust level increasing, the price offline would be decreased, the market demand offline would be reduced and the market demand online increased, the profit of manufacture increased and the profit of retailer decreased. In addition, the effort of manufacture for online trust transfer would be decreased with the product performance fluctuation increasing, deceased with the cost coefficient of trust transfer increasing and increased with the differ of cost between online and offline increasing.
引文
[1]KIM K,KIM J Y.Third-party privacy certification as an online advertising strategy:an investigation of the factors affecting the relationship between third-party certification and initial trust[J].Journal of Interactive Marketing,2011,25(3):145-158.
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[10]MCKNIGHT D H,CHERVANY N L.What trust means in ecommerce customer relationships:An interdisciplinary conceptual typology[J].International Journal of Electron Commerce,2002,6(2):35-53.
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[12]KUAN H H,BOCK G W.Trust transference in brick and click retailers:An investigation of the before-online-visit phase[J].Information&Management,2007,44(2):175-187.
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[14]BOCK G W,LEE J,KUAN H H,et al.The progression of online trust in the multi-channel retailer context and the role of product uncertainty[J].Decision Support Systems,2012,53(1):97-107.
[15]潘煜,张星,高丽.网络零售中影响消费者购买意愿因素研究[J].中国工业经济,2010,26(7):115-123.PAN Yu,ZHANG Xing,GAO Li.Research on the determinants of purchasing intention in online shopping-from the perspective of trust and perceived risk[J].China Industrial Economics,2010,26(7):115-123.
[16]刘建华,周翠翠,王东晨.基于信任和转移障碍的顾客保留:案例研究[J].管理世界,2010,25(4):131-144.LIU Jianhua,ZHOU Cuicui,WANG Dongchen.Customer retention based on trust and switching barriers:a case study[J].Management World,2010,25(4):131-144.
[17]赵宏霞,刘岩峰.关系营销、网店声誉对B2C电子商务交易信任的影响[J].软科学,2013,27(8):80-84.ZHAO Hongxia,LIU Yanfeng.Research on the effect of relationship marketing and net-shop reputation on the transaction trust in ecommerce[J].Soft Science,2013,27(8):80-84.
[18]谢庆红,崔兴文,付晓蓉.渠道冲突下成员间信任修复机制研究[J].科研管理,2017,38(10):102-110.XIE Qinghong,CUI Xingwen,FU Xiaorong.Trust repair mechanism after conflict between channel members[J].Science Research Management,2017,38(10):102-110.
[19]董维维,孙骏庄,贵军.考虑冲突和信任中介作用的破坏性行为对渠道合作的影响研究[J].管理学报,2016,13(5):735-744.DONG Weiwei,SUN Junzhuang,GUI Jun.How do destructive behaviors take effects on channel cooperation intensifying conflict or destroying mutual trust[J].Chinese Journal of Management,2016,13(5):735-744.
[20]HAAS D F,DESERAN F A.Trust and symbolic exchange[J].Social Psychology Quarterly,1981,44(1):3-13.
[21]RATCHFORD B T.Online pricing:review and directions for research[J].Journal of Interactive Marketing,2009,23(1):82-90.
(1)参照Keeney和Raiffa(1976),风险贴现接近于消费者风险偏好因子与风险方差的一半。
[2]GREWAL D.Strategic online and offline retail pricing:a review and research agenda[J].Journal of Interactive Marketing,2010,24(2):138-145.
[3]KAHNEMAN D,SLOVIC P,TVERSKY A.Judgment under uncertainty:heuristics and biases[M].Cambridge:Cambridge University Press,1982.
[4]RANGANATHAN C,GOODE V,RAMAPRASAD A.Managing the transition to bricks and clicks[J].Communications of the ACM,2003,46(12):308-316.
[5]TAYLOR J W.The role of risk in consumer behavior[J].Journal of Marketing,1974,38(2):54-60.
[6]JARVENPAA S L,TRACTINSKY N,VITALE M.Consumer trust in an internet store[J].Information Technology and Management,2000,1(1/2):45-71.
[7]PAVLOU P.Consumer acceptance of electronic commerce:Integrating trust and risk with the technology acceptance model[J].International Journal of Electronic Commerce,2003,17(3):101-134.
[8]URBAN G L,CINDA A,ANTONIO L.Online trust:state of the art,new frontiers,and research potential[J].Journal of Interactive Marketing,2009,23(2):179-190.
[9]BELDAD A,JONG M D,STEEHOUDER M.How shall I trust the faceless and the intangible?A literature review on the antecedents of online trust[J].Computers in Human Behavior,2010,26(5):857-869.
[10]MCKNIGHT D H,CHERVANY N L.What trust means in ecommerce customer relationships:An interdisciplinary conceptual typology[J].International Journal of Electron Commerce,2002,6(2):35-53.
[11]STEWART K J.Trust transfer on the world wide web[J].Organization Science,2003,14(1):5-17.
[12]KUAN H H,BOCK G W.Trust transference in brick and click retailers:An investigation of the before-online-visit phase[J].Information&Management,2007,44(2):175-187.
[13]LEE K C,KANG I,MCKNIGHT D H.Transfer from offline trust to key online perceptions:an empirical study[J].IEEETransactions on Engineering Management,2007,54(4):729-740.
[14]BOCK G W,LEE J,KUAN H H,et al.The progression of online trust in the multi-channel retailer context and the role of product uncertainty[J].Decision Support Systems,2012,53(1):97-107.
[15]潘煜,张星,高丽.网络零售中影响消费者购买意愿因素研究[J].中国工业经济,2010,26(7):115-123.PAN Yu,ZHANG Xing,GAO Li.Research on the determinants of purchasing intention in online shopping-from the perspective of trust and perceived risk[J].China Industrial Economics,2010,26(7):115-123.
[16]刘建华,周翠翠,王东晨.基于信任和转移障碍的顾客保留:案例研究[J].管理世界,2010,25(4):131-144.LIU Jianhua,ZHOU Cuicui,WANG Dongchen.Customer retention based on trust and switching barriers:a case study[J].Management World,2010,25(4):131-144.
[17]赵宏霞,刘岩峰.关系营销、网店声誉对B2C电子商务交易信任的影响[J].软科学,2013,27(8):80-84.ZHAO Hongxia,LIU Yanfeng.Research on the effect of relationship marketing and net-shop reputation on the transaction trust in ecommerce[J].Soft Science,2013,27(8):80-84.
[18]谢庆红,崔兴文,付晓蓉.渠道冲突下成员间信任修复机制研究[J].科研管理,2017,38(10):102-110.XIE Qinghong,CUI Xingwen,FU Xiaorong.Trust repair mechanism after conflict between channel members[J].Science Research Management,2017,38(10):102-110.
[19]董维维,孙骏庄,贵军.考虑冲突和信任中介作用的破坏性行为对渠道合作的影响研究[J].管理学报,2016,13(5):735-744.DONG Weiwei,SUN Junzhuang,GUI Jun.How do destructive behaviors take effects on channel cooperation intensifying conflict or destroying mutual trust[J].Chinese Journal of Management,2016,13(5):735-744.
[20]HAAS D F,DESERAN F A.Trust and symbolic exchange[J].Social Psychology Quarterly,1981,44(1):3-13.
[21]RATCHFORD B T.Online pricing:review and directions for research[J].Journal of Interactive Marketing,2009,23(1):82-90.
(1)参照Keeney和Raiffa(1976),风险贴现接近于消费者风险偏好因子与风险方差的一半。