章节

互补还是替代:事前控制与事后救济对平台型电商企业声誉的影响研究

摘要

本文探讨了事前控制策略与事后救济策略对平台型电商企业声誉的影响及消费者信任的中介作用,并在此基础上考察了产品类型对于事前控制策略与事后救济策略互补效应和替代效应的调节作用。研究一探究了事前控制与事后救济对平台型电商企业认知声誉的影响以及能力信任的中介作用,实验数据表明,与采用事后救济相比,平台型电商企业采用事前控制更能提升认知声誉,且能力信任在两者之间起到了中介作用。研究二探究了事前控制与事后救济对平台型电商企业情感声誉的影响及善意信任的中介作用,实验数据表明,与采用事前控制相比,平台型电商企业采用事后救济更能提升情感声誉,且善意信任在两者之间起到了中介作用。研究三探究了产品类型对于事前控制与事后救济策略互补效应和替代效应的调节作用,实验数据表明,当消费者购买体验品时,事前控制与事后救济对平台型电商企业声誉的影响呈互补作用;当消费者购买搜寻品时,事前控制与事后救济对平台型电商企业声誉的影响呈替代作用。

作者

汪旭晖 ,东北财经大学工商管理学院教授、博士生导师,主要研究方向为营销管理、流通经济。
王东明 ,东北财经大学工商管理学院博士研究生,主要研究方向为营销管理。

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互补还是替代:事前控制与事后救济对平台型电商企业声誉的影响研究

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章节目录

  • 一 文献综述
    1. (一)平台交易纠纷的发生及治理
    2. (二)企业声誉的基本内涵及形成机制
  • 二 假设提出
    1. (一)事前控制、事后救济与平台型电商企业认知声誉与情感声誉
    2. (二)能力信任与善意信任的中介作用
    3. (三)产品类型对于事前控制与事后救济策略的互补效应和替代效应的调节作用
  • 三 实验研究
    1. (一)研究一:事前控制策略与事后救济策略对认知声誉的影响以及能力信任的中介作用
      1. 1.情景开发
      2. 2.被试选取
      3. 3.实验方法与步骤
      4. 4.操控检验
      5. 5.信效度检验
      6. 6.实验结果
    2. (二)研究二:事前控制策略与事后救济策略对情感声誉的影响及善意信任的中介作用
      1. 1.被试选取
      2. 2.实验方法与步骤
      3. 3.操控检验
      4. 4.信效度检验
      5. 5.实验结果
    3. (三)研究三:产品类型对于事前控制与事后救济策略的互补效应和替代效应的调节作用
      1. 1.情景开发
      2. 2.被试选取
      3. 3.实验方法与步骤
      4. 4.操控检验
      5. 5.实验结果
  • 四 研究结论与讨论
    1. (一)研究结论
    2. (二)理论贡献及管理启示
      1. 1.理论贡献
      2. 2.管理启示
    3. (三)研究的不足及展望

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