虚拟社区成员信任对品牌信任影响的研究——以珠宝行业中小零售企业为例

本文根据信任的前因、信任和信任的后果这三部分的关系,将虚拟社区信任的前因分为熟悉、信任倾向、相似性、法律法规和安全控制5个因素,信任则分为对能力表现的信任与对诚实和善良的信任,信任的后果是对社区服务提供商或商家的信任。结合Mayer的信任模型和网上信任拓扑模型,建立虚拟社区成员信任与品牌信任之间关系的模型,并选取社区成员对珠宝中小零售企业进行调查,发放问卷,运用SPSS和结构模型进行数据分析。数据分析显示,虚拟社区成员信任和品牌信任之间呈正相关的关系,从结构方程结果中得到安全控制对品牌信任的影响最大。

Based on the relationship among the antecedents of trust, trust and the consequences of trust, the article divides the antecedents of trust in virtual community into five factors： familiar, trust propensity, similarity, laws and regulations, and safety control. And then the article divides the trust into two factors： the trust in the ability and the trust in honesty and goodness. The con- sequences of trust are the trust in community service provider or merchant. Based on all the above and the trust model established by Mayer and the topological model on online trust, the article establish the model of the relationships between the virtual community member trust and the brand trust. A survey, which selects community members to investigate the medium and small jewelry retail businesses, was conducted with questionnaires, using SPSS and structural models for data analysis. Data analysis shows a positive correlation between the virtual commu- nity members＇ trust and brand trust, and maximum impact on brand trust is the security controls obtained from the results of the structural equation.