线上线下渠道的消费者风险感知及信任传递研究

doi:10.3969/j.issn.1007-7375.2019.02.004

工业工程 ›› 2019, Vol. 22 ›› Issue (2): 29-34,88.doi: 10.3969/j.issn.1007-7375.2019.02.004

线上线下渠道的消费者风险感知及信任传递研究

张子健, 曾雯

重庆交通大学经济与管理学院, 重庆 400074

收稿日期:2018-09-19 出版日期:2019-04-30 发布日期:2019-04-22
作者简介:张子健(1976-),男,湖北省人,教授,主要研究方向为供应链管理、电子商务
基金资助:
国家社会科学基金资助项目（17BGL177）

A Research on Risk Perception and Trust Transfer between Online and Offline Channels

ZHANG Zijian, ZENG Wen

School of Economics and Management, Chongqing Jiaotong University, Chongqing 400074, China

Received:2018-09-19 Online:2019-04-30 Published:2019-04-22

摘要/Abstract

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。

关键词: 消费者行为, 风险感知, 信任传递, 渠道定价

Abstract: 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.

Key words: consumer behavior, risk perception, trust transfer, channel pricing

中图分类号:

C935

张子健, 曾雯. 线上线下渠道的消费者风险感知及信任传递研究[J]. 工业工程, 2019, 22(2): 29-34,88.

ZHANG Zijian, ZENG Wen. A Research on Risk Perception and Trust Transfer between Online and Offline Channels[J]. Industrial Engineering Journal , 2019, 22(2): 29-34,88.

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线上线下渠道的消费者风险感知及信任传递研究

A Research on Risk Perception and Trust Transfer between Online and Offline Channels

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