o2o商业模式中闭环的形成机制研究——基于信任迁移的视角.doc

O2O 商业模式中闭环的形成机制研究——基于信任迁移的视角 张新香 胡立君 中南财经政法大学信息与安全工程学院 中南财经政法大学现代产业经济研究中心 摘 要： 闭环构建是 O2O 商业模式成功的关键论题, 信任在闭环构建中承担重要角色O2O 模式中, 消费者信任分布上平台和线下商家, 线上线下信任交互影响, 串行传递本文注意到 O2O 模式中的信任迁移与闭环构建之间的内在联系, 设计研究模型, 以农村旅游 O2O 为研究对象, 采用问卷调查收集 256 份消费者样本, 实证检验结果表明, 特别保证感知、平台质量感知正向影响线上初始信任评价有效性和信息有效性作为中介变量, 驱动线上初始信任向线下初始信任迁移, 线下初始信任激发线下体验动机线下体验后, 质量形象、服务形象等形象变量帮助建立线下持续信任, 线下持续信任形成中的体验感知和对O2O 平台的初始感知共同影响消费者对线上平台的持续信任, 线上持续信任赢取消费者的态度忠诚和行为忠诚线上—线下—线上”的信任迁移路径很好地诠释了 O2O 闭环的形成机理, 信任迁移的实现策略同时回答了 O2O 闭环的构建机制基于研究结论, 本文为 O2O 环路的构建和稳固提出了有效可行的管理建议。

关键词： O2O 模式; 闭环; 线上信任; 线下信任; 信任迁移; 作者简介：张新香 (1975-) , 女, 湖北黄石人, 副教授, 博士, 研究方向是信息管理、电子商务、商业模式创新;E-mail:zxxyx88@si-;作者简介：胡立君 (1961-) , 男, 湖北天门人, 教授, 博士生导师, 研究方向是产业组织与企业竞争理论, E-mail:ljhu9206@收稿日期：2017-06-23基金：国家社科基金一般项目“双向农村 O2O 商业模式的创新设计及系统整合研究” (16BGL192) Researching the Formation Mechanism of O2O Closed-Loop: A Trust Transfer PerspectiveZHANG Xin-xiang HU Li-jun School of Information and Security Engineering, Zhong Nan University of Economics and Law; The Research Center of Modern Industrial Economy, Zhong Nan University of Economics and Law; Abstract： The growing popularity of social media and the rapid development of information technology jointly enable online to offline ( O2 O) e-commerce emerge. This new e-commerce model connects offline business opportunities with online platform, make the platform be the online promotion channel for offline transactions. Customers can play orders online and then experience real consumptions offline. Other scholars proposed offline to online O2 O model, which means that customers can visit physical store first and then receive services online. No mater “online to offline”or “offline to online, ”the success of O2 O commerce depends on whether online platform and offline stores can work together to form the “online purchase-offline experience-online repurchase”closed loop. However, it is very difficult to form this operation loop in the fiercely competitive O2 O markets because customer can easily switch to alternative O2 O system, and little research has been done to explore this issue. In consequence, this study aim to explore the formation mechanism of O2 O closed loop. Building customer loyalty and lifting customer retention are the main prerequisites for forming the O2 O closed loop, while trust is the basis of customer retention. In O2 O commerce, only when customers build up trust toward online platform, they can be attracted to consume in physical store. Only when customers satisfy with their real experience, they may repurchase on the same platform. That is to say, trust can be transferred between online platform and offline store, resulting in the formation of O2 O loop. Therefore, it is appreciate to carry out our research based on trust transfer perspective.Most of the existing research focuses on investigating how trust transfer from offline channel to online channel. These literatures involve only one trustee ( vendor) in their research models. Additionally, although marketing strategies shift from offline to online channel but the two channels compete with each other. O2 O commerce can been seen as a specific form of multichannel integration, rather than viewing online and offline channels as competing customer contact outlets. Besides, both O2 O platform and offline merchant should be involved in O2 O commerce context. Moreover, in O2 O commerce, trust transfers from online platform to offline merchant, then from offline merchant to online platform. This trust transfer process is a serial dynamic process but not a parallel static process. Therefore, extant research models do not work well in our study. We design a two-stage trust transfer model by including two trustees, such as platform and merchant. We choose rural tourism O2 O as our research context, adopt a two-stage data collection method to collect data, and employ SEM method to test the hypothesis. The empirical results show that the special guarantee perceptions and platform quality perception both influence the initial online trust. Effectiveness of online reviews and online information as intervening variables drive initial online trust transfer to initial offline trust. Initial offline trust stimulates offline experience motivation. Quality image, service image and other image variables help building up repeat offline trust. Repeat offline trust and initial perceptions on O2 O platform jointly influence repeat online trust, which help win the consumer attitude loyalty and behavioral loyalty. Then, we use the trust transfer path and the research results to explain the formation mechanism of O2 O closedloop.This study contributes to three literature streams, including trust, trust transfer, and e-commerce.To trust literature, we capture data in a dynamic manner by inviting the same customer groups to answer the questionaires during the two-stage data collection process.We use the same sample to examine how initial online trust transfers to ini。