区块链溯源标签的信任、回购意向和影响的数字化先决条件

IF 5.9 3区管理学 Q1 BUSINESS

Electronic Commerce Research and Applications Pub Date : 2024-11-01 DOI:10.1016/j.elerap.2024.101469

Lin Zhang , Zhen Shao , Tuo Zhao , Xiaotong Li , Jianfeng Zhang

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引用次数: 0

摘要

尽管越来越多的文献关注电子商务中的数字化问题，但探索增强在线消费者信任的创新方法的研究仍然很少。我们的研究探讨了不同信任目标的数字化前因，以及区块链溯源标签对信任相关行为的调节作用。数据通过中国某数字商务平台的主体间准实验收集自 346 名消费者，并采用结构方程模型对研究模型和假设进行分析。研究结果表明，数字化的产品信息和产品质量是促进产品信任的重要前因，而数字化的平台声誉和平台保障则是平台信任的重要前因。此外，多组分析表明，信任目标对回购意向的影响作用取决于区块链溯源标签的采用情况。通过探索两个不同信任目标的数字化前因，我们的研究扩展了信任建设框架，为电子商务的数字化转型过程提供了宝贵的见解。

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Digitally-enabled antecedents of trust, repurchase intention and the impact of blockchain traceability labels

Despite the growing literature focusing on digitalization in e-commerce, there remains a scarcity of studies exploring innovative ways to enhance online consumers’ trust. Our study investigates the digitally-enabled antecedents of diverse trust targets and the moderating effect of blockchain traceability labels on trust-related behaviors. The data was collected from 346 consumers through the between-subject quasi-experiment in a Chinese digital commerce platform, and structural equation modeling was used to analyze the research model and hypotheses. Our findings reveal that digitally-enabled product informativeness and product quality are important antecedents contributing to trust in products, while digitally-enabled platform reputation and platform assurance serve as significant precursors for trust in platform. Furthermore, a multi-group analysis discloses that the roles of trust targets’ effects on repurchase intention are dependent upon the adoption of blockchain traceability labels. Expanding the trust-building framework by exploring digitally-enabled antecedents towards two distinct trust targets, our study delivers valuable insights into the digital transformation process of e-commerce.

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来源期刊

Electronic Commerce Research and Applications 工程技术-计算机：跨学科应用

CiteScore

10.10

自引率

8.30%

发文量

审稿时长

63 days

期刊介绍： Electronic Commerce Research and Applications aims to create and disseminate enduring knowledge for the fast-changing e-commerce environment. A major dilemma in e-commerce research is how to achieve a balance between the currency and the life span of knowledge. Electronic Commerce Research and Applications will contribute to the establishment of a research community to create the knowledge, technology, theory, and applications for the development of electronic commerce. This is targeted at the intersection of technological potential and business aims.