鼠标口碑与网络信任的交互效应:一项三波纵向研究

IF 4.1 Q2 BUSINESS

Journal of Internet Commerce Pub Date : 2022-06-16 DOI:10.1080/15332861.2022.2088036

Raja Ahmed Jamil, Abdul Qayyum

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引用次数: 2

摘要

摘要本文首次探讨了鼠标口碑与网络信任之间的相互关系。我们期望消费者通过鼠标口碑信息发展网络信任，相反，信任网络卖家的消费者通过鼠标口碑(WOMS)来肯定他们最初的信念。基于三波纵向设计，对447名消费者的样本进行了假设测试。结果表明，网络信任与网络满意度之间存在互惠关系。鼠语预测随后的网络信任，网络信任预测鼠语。由于这些相互作用表明了一个良性循环，在线信任和WOMS对卖家和消费者都有积极的影响，因此本研究的结果对研究者和实践者都有启示意义。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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Reciprocal Effects of Word of Mouse and Online Trust: A Three-Wave Longitudinal Study

Abstract This is the first study to investigate the reciprocal relationship between word of mouse and online trust. It was expected that consumers develop online trust through word of mouse information, and conversely, consumers who trust online sellers consume word of mouse (WOMS) to affirm their initial beliefs. Hypotheses were tested with a sample of 447 consumers based on a three-wave longitudinal design. The results supported that a reciprocal relationship exists between WOMS and online trust. Word of mouse predicted subsequent online trust, and online trust predicted word of mouse. Since these reciprocal effects indicate a virtuous cycle with positive effects of online trust and WOMS for both sellers and consumers, the results of this study have implications for both researchers and practitioners alike.

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来源期刊

Journal of Internet Commerce BUSINESS-

CiteScore

10.50

自引率

7.00%

发文量

期刊介绍： The business world has undergone many changes because of information technology, and the impact of the Internet may cause one of the biggest yet. While many people use the Internet for educational and entertainment purposes, organizations and companies are looking for ways to tie their internal networks to this global network to conduct electronic commerce. While companies have been conducting business electronically with suppliers and customers for many years, conducting online commerce via the Internet offers even greater opportunities for multinational, national, and even small businesses to cut costs, improve efficiency, and reach a global market.