| Online shopping,customer service is the consumer direct dialogue product window,consumer perception of online customer service professionalism also significantly affects its online shopping trust.In this paper,I have sorted out the literature of perceived service quality,online service quality,service staff professionalism and professional word-of-mouth sender.The paper puts forward three dimensions of perceived service professionalism,appearance information,identity information and communication information.Through the situation simulation experiment,the three dimensions are used to manipulate the consumer perception of online customer service professionalism,to study their psychological distance and online shopping trust,and to explore new website strategies.Based on the theory and research of perceived customer service professionalism,online shopping trust,psychological distance and moderating variable product involvement,this paper introduces Construal Level theory and S-O-R theory to explain its occurrence mechanism.The paper used two experiment,designing to measure the impact of perceived customer service professionalism on consumers' online shopping trust,and to explore the role of psychological distance in it.In the first experiment,we used 2(perception of customer service professionalism:high vs low)group,the results showed that perceived customer service more professional,more strong consumer online shopping trust;perceived customer service more professional,consumer psychology is more closer;psychological distance is more closer,the consumer online shopping trust is more stronger,psychological distance in which part exerting the mediating effect.In experiment two,we used 2(perception of customer service professionalism:high vs low)*2(product involvement:high vs low)experiment design group,and found that adding product involvement,the main effect of perceived customer service professionalism influence on online shopping trust is not significant,but the interaction effect between perceived customer service professionalism and product involvement degree on consumers' online shopping trust is significant,confirmed the regulation of product involvement.The high product involvement situations,compared with the low perception of customer service professionalism,customer service professional is higher,consumer online shopping trust is higher;but this does not apply to low product involvement situations,low involvement products online shopping,consumers in the perception of customer service of high and low in two cases,no significant differences in online shopping trust,product involvement regulating the first half path of psychological distance and online shopping trust.The perception of customer service professionalism effected on consumers online shopping trust through the intermediary variable of psychological distance.Psychological distance has significant mediating effects in two situations:high product involvement and low product involvement. |
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