节能服务中的客户信任及其培育机制研究——基于社会交换与交易成本理论的动态视角

Research on Customer's Trust and Their Development Mechanism in Energy-Saving Service: A Dynamic View from Social Exchange Theory and Transaction Cost Theory

文章在阐明节能服务的社会交换性质基础上,动态分析了三种客户信任在节能服务关系治理中的交易成本与相对重要性的演化过程,提出了影响客户信任产生的因素。然后从客户参与行为视角建立了客户信任的培育机制模型,基于问卷调查的实证研究发现,客户的责任行为与计算信任和能力信任存在显著的正相关关系,但与情感信任的相关关系不显著;客户的信息搜索行为与计算信任、能力信任和情感信任存在显著的正相关关系;客户的人际互动行为与计算信任、能力信任和情感信任存在显著的正相关关系。

Based on the analysis of social exchange as the nature of energy-saving service, this paper analyzes the evolution of transaction cost and their relative importance of three types of customer＇ s trust in energy- saving relation governance, and puts forward the factors influencing customer＇ s trust. Then it establishes a mechanism model for cultivating customer＇ s trust in the perspective of customer participation. A survey found that there were significantly positive correlations between responsible behavior and calculus-based trust and competence-based trust, while responsible behavior had no significantly positive effect on emotion-based trust. Both information searching behavior and interpersonal interaction behavior had significantly positive effect on calculus-based trust, competence-based trust and emotion-based trust.