系统管理学报2024，Vol.33Issue(4)：1069-1085,17.DOI:10.3969/j.issn2097-4558.2024.04.016
多层次信任、角色冲突与C2C微商买方购买决策:"差序格局"视角的研究
Multilevel Trust,Role Conflict,and Buying Decision of C2C WeChat Business Buyer:A Differential Mode of Association Perspective
摘要
Abstract
Given the localization background and the characteristics of social network of C2C(customer to customer)WeChat business,this paper,from the perspective of differential mode of association,discusses the influence of different levels of trust on buyer's purchase intention in different initial relationship categories between buyers and sellers,as well as the moderating effect of buyer's perception of role conflict on the relationship between purchase intention and purchase behavior.The results suggest that when the initial relationship between the seller and the buyer is quasi-family,the promoting effect of interpersonal trust on the buyer's purchasing intention is the strongest,while quanzi-based and institutional trust make no difference.When the initial relationship is acquaintance,the three levels of trust make no significant difference.When the initial relationship is stranger,the promoting effect of institutional trust on the buyer's purchasing intention is the strongest,while quanzi-based and interpersonal trust make no difference.The buyer's perceived role conflict positively moderates the relationship between purchasing intention and behaviors under the condition of"friends after businesspeople",while negatively moderates the relationship under the condition of"businesspeople after friends".These findings promote the localization of marketing research,enrich online marketing theory and trust theory research,and provide advice for C2C Wechat business sellers to increase performance.关键词
人际信任/圈子信任/制度信任/差序格局/角色冲突/C2C微商Key words
interpersonal trust/quanzi trust/institutional trust/differential mode of association/role conflict/C2C(customer to customer)WeChat business分类
管理科学引用本文复制引用
周晶,张闯,李振月,沈璐..多层次信任、角色冲突与C2C微商买方购买决策:"差序格局"视角的研究[J].系统管理学报,2024,33(4):1069-1085,17.基金项目
国家社会科学基金重大项目(21&ZD120) （21&ZD120）
国家自然科学基金青年科学基金资助项目(72202027) （72202027）
中央高校基本科研业务费资助项目(DUT23RC(3)034) （DUT23RC(3）
