组织间信任与组织间人际信任的作用比较——来自中国家电分销渠道的实证分析

Comparison of the Effects of Interorganizational Trust and Interpersonal Trust between Organizations -An Empirical Study on Home Appliance Distributors in China

企业间关系中的信任可以分为两个层次:组织间信任和组织间人际信任。西方营销学者曾在许多研究中检验两个层次的信任对组织间关系变量的影响。本文通过构建一个结构方程模型,以家电分销渠道中的分销商为样本,对比了中国市场上两个层次的信任对一些重要的组织间关系变量的作用,以此来展现中国市场上企业间关系中信任的特征。

There are two levels of trust between organizations:interorganizational trust and interpersonal trust.Western scholars have done lots of research work to examine effects of the two levels of trust on interorganizational relationship.In this paper, through a structural equation model,the author will test the effect of the two levels of trust on some important variables of interorganizatinal relationship using the sample from Chinese electrical appliance distributors in order to show characteristics of trust between organizations in China.