企业间界面信任:从线索到购买

The Trust of Interorganizational Boundary:From Cues to Purchasing

究竟哪些因素会驱使企业的客户产生信任,对于企业间关系管理具有重要的理论意义和现实意义。我们以传统研究为基础,从企业间信任和人际信任两级信任出发,重点剖析企业声誉、移情、友好和专业能力等四个企业间信任线索。研究结果表明移情和专业能力显著影响人际信任,企业声誉直接导致企业间信任;相对来说,人际信任对于提升购买意向更为重要,而企业间信任却更有效地提高客户的购买比例。

It＇s very important for interorganization relationship management to probe into what factors would motivate the trust of customers. This paper emphasizes four cues such as reputation, empathy, likability and expertise based on the interpersonal trust and the interorganizational trust. The results show that empathy and expertise significantly lead to the interpersonal trust. At the same time reputation directly decides the interorganizational trust. Last but not least, the interpersonal trust is useful for increasing purchasing intentions. However the interorganizational trust can induce the increase of tile ratio of purchasing.