基于时间继起的消费者信任修复研究

The Study on Consumer Trust Repair Based on Periods

企业的产品质量危机极大的损害消费者的信任,企业的发展离不开消费者的信任。关注消费者的信任修复,考虑到信任修复是个动态的过程,使用情景模拟法对消费者的初始信任修复和后续信任修复进行实证研究,利用SPSS对数据进行方差分析和多元回归分析。研究结果表明,消费者宽恕倾向对初始和后续的重购意愿有显著影响。在初始信任修复中,修复方式对初始重购意愿有显著影响,初始善意信任信念在修复方式和初始重购意愿的关系中起中介作用;在后续信任修复中,修复方式和有无欺骗对后续重购意愿有显著影响,并且两者交互作用显著,后续善意信任信念和后续正直信任信念在修复方式、欺骗和后续重购意愿的关系中起中介作用。

Consumers＇ trust,which is of great importance to enterprises,tends to be violated by unqualified products. Many studies have been conducted on how to build and maintain such kind of trust whereas few concern about its recovery. Considering that the process of trust repair is dynamic,this empirical study,by adopting scenario experimentation,focuses on consumers＇ initial and successive trust repair process. With statistics calculated by ANOVA and multiple regression analysis with SPSS,the results suggest that consumers＇ propensity of forgiveness has a significant influence on their initial and successive repurchases intentions. In the process of initial trust repair,repair strategy has a significant effect on repurchases intention; and the belief of initial benevolence trust mediates the links between repair strategies and repurchase intention; In successive trust repair,repair strategy and deception exert a significant effect on successive repurchase intention and the interactive effect is found to be significant,in addition,the belief of both successive benevolence trust and successive integrity trust mediate the relationship between repair strategy,cheating and repurchase intention.