消费者信任影响因素研究——基于电视机购买的实证研究

On the Factors Affecting Customer Trust——Based on the Empirical Study of the TV Set Purchasing

对消费者信任的研究一直是学术界关注的焦点,却很少有研究检验公司的行为和实践中有哪些是构成消费者信任的因素。品牌知晓度、售后服务质量、销售人员能力、技术水平和商家声誉对消费者信任有着程度不一的影响,消费者个体因素对消费者信任也有着一定的影响。这些实证研究结论有利于指导电视机经营商的诚信构建。

consumer trust is a key item in the research field, but there is little research on what the factors are affecting consumer trust. The paper chooses the five most frequency factors as the trust causes, they are brand reputation, quality of after - sale service, the ability of salesperson, the level of teclmology and store reputation. Those factors have different effect on the consumer trust. Individual distinctions also affect consumer trust. The enterprise can choose the most effective integrity measures according to the study results.