不同类型服务承诺对消费者信任和购买意愿影响的研究

The Effects of Different Kinds of Service Guarantee on Consumers'Trust and Purchase Intention

本文采用情景模拟法,以餐饮业为例,分别测评了单一属性低度承诺、多属性适度承诺和完全满意承诺对于消费者信任和购买意愿的影响,结果发现三类服务承诺对于消费者信任和购买意愿的影响存在显著差别,其影响程度依次是多属性适度承诺、单一属性低度承诺和完全满意承诺;其次,消费者对于服务承诺的信任(包括认知信任和情感信任)显著正向影响其购买意愿;再次,消费者对于服务承诺的认知信任显著正向影响其情感信任;最后,企业形象(包括良好和中等)对服务承诺之于顾客信任和购买意愿的影响有一定调节作用,但调节作用不显著。

This study adopts the method of scenario simulation experiment to evaluate the effects of Single Attribute Low Guarantee, Multi-Attribute Moderate Guarantee and Unconditional Guarantee on consumers＇ trust and purchase intention, taking catering as example. The resuhs show that the effects of three kinds of service guarantee on consumers＇ trust and purchase intention are significantly different. The influence degree in order is Multi-Attribute Moderate Guarantee, Single Attribute Low Guarantee and Unconditional Guarantee. Secondly, the consumers＇ trust in service guarantee, including cognitive trust and affective trust, has significant positive effects on their purchase intention. Thirdly, the consumers＇ cognitive trust of service guarantee has positive significant effects on their affective trust. Finally, enterprise image, including favorable image and medium image, has certain regulation of the effects of service guarantee on consumers＇ trust and purchase intention, though the regulationis not significant.