中文摘要：

以往电子商务方面的大量研究强调对单个商家的信任度如何影响网上购物,在此基础上,探索了电子商务商盟的集体信任度对商盟成员个体信任度的补充作用。研究了集体信任度以及个体信任度对消费者网上购买意愿和价格溢价的作用,并分析了消费者个人特质对信任度作用的调节效果。通过对485名消费者的问卷调查,发现商盟成员的个体信任度显著地影响到消费者网上的购买意向,但不影响价格溢价。而商盟集体信任度显著地影响着消费者网上的购买意向和价格溢价。另外,个人的信任倾向程度调节了个体和集体信任度的部分影响效果。最后,发现商盟保障体系显著地影响着商盟集体信任度。

英文摘要：

Previous e-commerce studies emphasize the individual trustworthiness in online shopping. Based on the literature, we explore the complementary role of the collective trustworthiness of the e- commerce commercial union, i. e. , the role of collective trustworthiness and individual trustworthiness on consumer online purchase intention and price premium, and the moderating effect of consumers＇ personal characteristics. Through a survey of 485 consumers, we find that individual trustworthiness significantly influences consumers online purchase intention, but does not influence the price premium. Commercial union＇s collective trustworthiness significantly influences consumers＇ online purchase intention and price premium. In addition, personal trustworthiness propensity moderates the effect of individual and collective trustworthiness. Finally, we find that the commercial union＇ security and protection system significantly influences collective trustworthiness of commercial union.