摘要
本文提出了一个商业关系背景下感知风险、风险态度与信任的概念模型。从整体上来说,环境风险和关系风险同时影响信任的建立,但有着不同的机制;而信任影响决策者感知风险的效应是通过影响决策者的决策框架,即决策者加工、处理决策问题的方式来实现的。而信任同时通过影响决策者的决策框架,影响决策者的风险态度,进而影响信任建立的过程。
A conceptual framework was proposed regarding the relationship among risk, risk attitude and trust in buyer-seller relationship contexts. Both environmental risk and relational risk influence the establishment of buyer-seller trust, but through different mechanism. Trust influence decision makers＇ perceived risk by the way of their coding and processing decision problems. Trust influence decision makers＇ problem framing and their risk attitude, further more, the evolution of trust building.
出处
《经济管理》
CSSCI
北大核心
2010年第1期98-102,共5页
Business and Management Journal ( BMJ )
基金
国家自然科学基金项目"商业网络背景下的风险
风险态度与信任的建立及其跨文化研究"(70672022)
关键词
信任
风险
风险态度
决策框架
trust
risk
risk attitude
problem framing
