| The development of O2O service marketing requires a credible environment.Due to the invisibility of services and the inherent information asymmetry in online transactions,it is more difficult to form and sustain customer trust in O2O business situations.How to establish,maintain and enhance customer trust in O2O service marketing,turning the potential customers into actual customers,and eventually loyal customers,helping O2O service platform to flourish and customer retention of offline life service vendors,are the key to the sustainable development of the upgraded new business model of the life service industry under the background of "Internet Plus".The research area of customer trust requires a deeper understanding of the trust issues in O2O service marketing.The cultivation of customer trust is a continuous and dynamic process,which is difficult to create and easy to damage.Once the trust is destroyed,it needs a long and difficult way to repair the trust.Therefore,this study focuses on the process of initial formation and continuous maintenance of trust in O2O service marketing,and how to make customer trust sustainable.Taking the essential attribute of trust changing over time as the main line,it constructs a research framework combining dynamic and static evolution of customer trust in O2O service marketing through exploratory qualitative research.Through confirmatory quantitative research to verify the relationship model of customer trust in different stages of development and change,the dynamic change process of customer trust in O2O service marketing is systematically studied.Based on research gaps in existing research,such as,the lack of attention to the multi-level and dynamic nature of customer trust in existing studies,the lack of research on the transfer of customer trust from online to offline in multi-channel situations,and inconsistent conclusions of customer trust impact results.This study focuses on the research of customer trust in O2O service marketing,mainly focusing on three research issues:the process of customer trust development and change in O2O service marketing;the driving factors of initial formation and persistence of customer trust at different stages of online,offline and online;the influence mechanism of persistent trust on persistent purchase intention.The specific research contents and conclusions are as follows:First of all,in view of the complicated factors affecting customer trust,its internal change rules are difficult to grasp,this study uses the interview method to obtain first-hand data from customers,and uses the data analysis method similar to grounded theory to conduct in-depth analysis,sorting and induction of the obtained data.Through the concept refining of continuous iteration,in the process of qualitative data coding,the dimension of customer trust is determined,the driving factors of trust in different service stages and the key influencing factors in the hierarchical continuation of trust are summarized,and the dynamic integration model of customer trust formation in O2O service marketing is constructed.The model divides the change and development of customer trust into three stages:online initial trust formation stage,offline continuous trust stage and online continuous trust stage.The three stages of the model describe the static relationship of online initial trust,offline sustained trust and online sustained trust independently.The three static models are connected in series by the duration of the closed-loop operation of O2O service marketing "online purchase--offline experienceonline repurchase".A dynamic model describing the cross-stage evolution of trust is formed to provide logical thinking and structural guarantee for the subsequent quantitative verification research on the evolution of customer trust in O2O service marketing.Secondly,according to the dynamic change model of customer trust in O2O service marketing constructed by qualitative research,based on trust transfer theory,signal theory,group entity theory and expectation confirmation theory,and on the basis of literature review and theoretical interpretation,research hypotheses of online initial trust formation model,offline continuous trust formation model and online continuous trust formation model in O2O service marketing are proposed through logical deduction.The quantitative method is used to test the hypothesis empirically,in order to verify the model constructed by qualitative research through quantitative methods.The initial formation stage of customers' online trust is the initial formation stage of customers' online trust when they choose and purchase in O2O platforms.Platform reputation perception,platform quality perception and platform security perception affect the formation of initial trust on online platforms.Online vendors' initial trust is affected by online vendors' reputation perception,vendors' information quality perception and platform initial trust.However,the influence of vendors' information quality perception and vendors' online reputation perception is far greater than the influence of platform initial trust.In addition,vendors' information quality perception and online vendors'reputation perception have an interactive effect on vendors' initial trust,which positively moderates the influence of platform trust on vendors' trust.Online vendors' initial trust affects online initial purchase intention.The continuous stage of customer offline trust is the stage where trust is sustained when a customer makes a consumption offline.The initial trust of online vendors,the consistency of customers' perception of online and offline,the perception of service process and the perception of service results jointly affect the continuation of trust of offline vendors.However,online vendors' initial trust plays a small role.For service products,the service experience of physical stores determines the transfer of vendors' trust from online to offline.In addition,perceived consistency,service process perception and service result perception positively moderated the effect of online vendors' initial trust on offline vendors' continuous trust.The continuous stage of customer online trust refers to the continuous stage of customer trust when they return to the platform to purchase services.At this stage,the continuous trust of online vendors is affected by the continuous trust of vendors in the offline experience and consumption stage.The continuous trust of offline vendors is transmitted to the platform through customers' perception of the authenticity of online information and online evaluation,forming the continuous trust of the platform.Continuous trust of vendors and continuous trust of platform jointly influence the formation of online continuous purchase willingness,but the relationship between them is regulated by customer perception of uncertainty and problem-solving effectiveness.Specifically,perceived uncertainty positively moderates the relationship between persistent trust and persistent purchase intention.Perception of problem solving effectiveness negatively moderates the relationship between persistent trust and persistent purchase intention.That is,when the uncertainty perception is high,trust has a greater impact on purchase intention;when the problem solving effectiveness perception is stronger,trust has a smaller impact on purchase intention.This conclusion also explains why trust does not always affect the formation of continuous purchase intention.This study has the following innovations:Firstly,this study focuses on customer trust in O2O service marketing.Based on the multi-level and dynamic nature of trust,it explores the formation and continuous change process of customer trust in O2O service marketing,focuses on the influence of continuous trust on customers' continuous purchase intention,and expands the research content of customer trust.Secondly,based on the research idea of "process-event analysis" and based on the timing and context background of O2O service marketing,this study explores and constructs a customer trust change model that combines the static listing of influential factors with the dynamic transition of process transformation in O2O service marketing.Thirdly,this study found the intermediate and regulating mechanism of platform trust to vendors trust transfer and offline trust to online trust transfer,as well as the regulating mechanism between continuous trust and continuous purchase intention.The continuous trust of offline vendors is transmitted to the platform through customers' perception of the authenticity of online information and online evaluation,forming the continuous trust of the platform.The perception vendors' of information quality and vendors' online reputation positively moderates the influence of platform trust on vendors' trust.Perceptual consistency,service process perception and service result perception positively moderated the effect of online vendors' initial trust on offline vendors' continuous trust.Perception of uncertainty positively moderates the relationship between persistent trust and persistent purchase intention,while perception of problem solving effectiveness negatively moderates the relationship between persistent trust and persistent purchase intention.Fourthly,exploratory qualitative methods and confirmatory quantitative methods are used in this study.On the basis of semi-structured in-depth interviews,possible answers can be found for the dynamic relationship among customer trust objects,dimensions,states and situational changes.A model of trust formation as well as continuous dynamic changes was built,and then,quantitative research methods are used to test the relationship models of online initial trust,offline continuous trust and online continuous trust. |
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