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

doi:10.3969/j.issn.1007-7375.2019.02.004

Abstract

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

CLC Number:

C935

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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