消费者信任影响因素实证研究——基于过程的观点

Antecedents of Process-based Consumer Trust: An Empirical Study

诚信是企业进行商业经营的基本准则。为了以“诚信”立世,企业不仅要从自身出发去理解并实践诚信,更为重要的是要从消费者角度探察消费者为什么会信任企业,哪些因素会影响消费者对企业的信任。本文就是从后者出发,探察基于过程的信任的影响因素及其对消费者信任的作用。文章在回顾国内外相关研究的基础上,提出了将前因性实证研究与机制(基础)性理论研究相结合的论点。并就其中的基于过程的信任机制,在医药连锁店行业进行了实证。

Be honest is the principle of business. It should be considered from both organize (how to be trustworthy) and consumer (why do they trust a organize). This paper presents the issue from the latter, and explores factors of process-based trust and their impact on consumer trust. The present paper suggests that the antecedent research and process research should be combined based on the review of related literatures both in home and overseas. In detail, this paper shows empirical research results of drugstore.