روند انتقال اعتماد در تجارت آنلاین به آفلاین
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روند انتقال اعتماد در تجارت آنلاین به آفلاین

عنوان فارسی مقاله: بررسی واسطه ها و روند علتی انتقال اعتماد در تجارت آنلاین به آفلاین
عنوان انگلیسی مقاله: Exploring the moderators and causal process of trust transfer in online-to-offline commerce
مجله/کنفرانس: مجله تحقیقات کسب و کار-Journal of Business Research
رشته های تحصیلی مرتبط: مدیریت
گرایش های تحصیلی مرتبط: بازاریابی، مدیریت بازرگانی
کلمات کلیدی فارسی: کارایی درک شده حل اختلاف، واسطه های انتقال اعتماد، تجارت آنلاین به آفلاین، کارایی درک شده مکانیسم های بازخورد
کلمات کلیدی انگلیسی: Perceived effectiveness of dispute resolution، Moderators of trust transfer، Online-to-offline commerce، Perceived effectiveness of feedback mechanisms
نوع نگارش مقاله: مقاله پژوهشی (Research Article)
نمایه: Scopus – Master Journals List – JCR
شناسه دیجیتال (DOI): https://doi.org/10.1016/j.jbusres.2019.01.069
دانشگاه: College of Economics and Management, Nanjing University of Aeronautics and Astronautics, Nanjing 211106, China
ناشر: الزویر - Elsevier
نوع ارائه مقاله: ژورنال
نوع مقاله: ISI
سال انتشار مقاله: 2019
ایمپکت فاکتور: 5.352 در سال 2018
شاخص H_index: 158 در سال 2019
شاخص SJR: 1.684 در سال 2018
شناسه ISSN: 0148-2963
شاخص Quartile (چارک): Q1 در سال 2018
فرمت مقاله انگلیسی: PDF
تعداد صفحات مقاله انگلیسی: 13
وضعیت ترجمه: ترجمه نشده است
قیمت مقاله انگلیسی: رایگان
آیا این مقاله بیس است: بله
کد محصول: E12188
فهرست انگلیسی مطالب

Abstract


1. Introduction


2. Literature review


3. Hypothesis development


4. Study 1: methodology


5. Study 1: results


6. Study 2: methodology


7. Study 2: results


8. Discussion


9. Limitations and future research directions


Acknowledgements


Appendix A. Trust transfer studies


Appendix B. Instrument items


References

نمونه متن انگلیسی مقاله

Abstract


This study attempted to explore the boundary conditions of trust transfer in the online-to-offline commerce context, which is overlooked in prior research. In Study 1, cross-sectional data were collected from 417 consumers to examine the research model. In Study 2, to confirm causality of trust transfer, longitudinal data were collected and analyzed using a cross-lagged panel model. Results indicated that trust in the intermediary platform positively influences trust in the user community, which further positively influences trust in the focal merchant. Perceived effectiveness of dispute resolution strengthens the impact of trust in the intermediary platform on trust in the focal merchant, while perceived effectiveness of the feedback mechanisms strengthens the impact of trust in the user community on trust in the focal merchant. From a theoretical perspective, this study extends insights into trust transfer theory by identifying the boundary conditions of trust transfer. From a practical perspective, it informs intermediary platforms on how to manage dispute resolution and feedback mechanisms effectively to succeed in online-to-offline commerce. It also helps merchants in selecting the most effective intermediary platforms with which to cooperate.


Introduction


In recent years, online-to-offline commerce increased rapidly due to the development of mobile technologies (Xu, 2017). Online-to-offline commerce refers to “the use of online channels to drive offline sales and redemption, or offline purchasing propelled by the web” (Fitzgerald, 2012). Online-to-offline commerce platforms are popular across many countries, such as productreview.com in Australia, openrice.com in Hong Kong SAR, and dianping.com in China (He, Cheng, Dong, & Wang, 2016; Phang, Tan, Sutanto, Magagna, & Lu, 2014). Online-tooffline commerce is seen as an extension of the business-to-consumer (B2C) e-business model, which gives priority to localized life service products, such as catering, fitness, tickets, beauty salons, and car rentals (He et al., 2016; Hwang & Kim, 2018). Since emerging in the e-marketplace, this particular form of e-commerce has been warmly embraced by numerous merchants providing service products, especially small-sized merchants who are unable to provide multi-channel promotion because of financial restrictions (Xiao, Guo, & D’Ambra, 2018). In Korea, the dominant mobile instant message service applications of KakaoTalk and Line have launched online-to-offline services on their mobile platforms (Hwang & Kim, 2018).

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