Zhang Xiaoxue, Yu Xiaofeng
School of Media and Communication, Shenzhen University, Shenzhen, China.
Front Psychol. 2020 Oct 29;11:592246. doi: 10.3389/fpsyg.2020.592246. eCollection 2020.
In recent years, social application with shopping has become an indispensable activity in people's daily lives. A number of previous studies have investigated various risks in online shopping and consumer's belief. However, few scholars paid more attention to buying behavior, especially on consumer's cross-platform buying behavior. Although consumers can purchase goods directly in platforms that have given them information, they also buy target products on other platforms. This study conceptualizes and implements concepts such as perceived risk, trust, negative reports, and consumer cross-platform buying behavior. A questionnaire survey of users ( = 366) was conducted, and a basic description and comparison of consumers' cross-platform buying behavior were made in terms of consumers' perception of the risk of product effects, consumers' perception of service risks, and consumers' perceptions of other risks. The degree of trust in the platform and negative reports about the platform also affect cross-platform buying behavior. As a result, these findings are discussed and explained, and some reference is provided for related platforms. Besides, the study's finding concerning consumer's buying behavior depends on the security of platform in people's conceptions.
近年来，带有购物功能的社交应用已成为人们日常生活中不可或缺的活动。此前已有多项研究调查了网络购物中的各种风险以及消费者的信念。然而，很少有学者更多地关注购买行为，尤其是消费者的跨平台购买行为。尽管消费者可以在为他们提供信息的平台上直接购买商品，但他们也会在其他平台上购买目标产品。本研究对感知风险、信任、负面报道和消费者跨平台购买行为等概念进行了概念化和实施。对366名用户进行了问卷调查，并从消费者对产品效果风险的感知、消费者对服务风险的感知以及消费者对其他风险的感知等方面，对消费者的跨平台购买行为进行了基本描述和比较。对平台的信任程度以及关于平台的负面报道也会影响跨平台购买行为。结果，对这些发现进行了讨论和解释，并为相关平台提供了一些参考。此外，该研究关于消费者购买行为的发现取决于人们观念中平台的安全性。
