负面事件后消费者信任受损及其外溢机理研究

A Study on Mechanism of Consumer Trust Damage and Its Spillover after Negative Events

基于事件发生原因,研究负面事件对消费者信任的影响,将负面事件分为能力型负面事件和诚信型负面事件,运用情境模拟和实验法,检验不同类型负面事件对消费者信任能力维度和善意维度的作用机理,并进一步考察消费者信任不同维度受损后的外溢效应。研究结果表明,诚信型负面事件对消费者信任的善意维度伤害更大,能力型负面事件对消费者信任的能力维度伤害更大;负面事件越严重、初始信任越高,消费者信任受损越大;消费者信任能力维度和善意维度受损后,会向善意信任外溢,但不会影响到消费者对企业其他能力的信任。

Based on causes of the events, this study explores how negative events impact consumer trust and divides the negative events into the ability negative events and the integrity negative events. We test mechanisms that how different types of negative events influence consumer trust＇s ability dimension and good faith dimension by situational simulation and experimental methods. We also further explore the spillover effect when different consumer trust dimensions get damaged. The results show that： ① in- tegrity negative events damage consumer trust＇s good faith dimension more greatly, while ability negative events damage consumer trust＇s ability dimension more greatly;② the more serious the negative events are and the higher the consumers initial trust is, the more greatly the consumer trust is damaged; and ③ when consumer trust ability dimension and good faith dimension are dam- aged, they will produce a spillover effect into good faith trust, but it does not affect the consumer trust on the other enterprise a- bilities.