价值感知、信任倾向与诚信互助小组持续参与意愿研究

Study on relation among value perception,trust propensity and integrity-support group members’ continuous intention

本文基于理性行为理论,对组员持续参与诚信互助小组的影响因素进行了探究,建立了影响诚信互助小组成员持续参与意愿的理论模型,并结合苏州地区诚信互助小组建设实际进行了实证研究。结果表明:组员对诚信互助小组功能价值感知会直接正向影响其对诚信互助小组的信任倾向和持续参与意愿,同时当组员对诚信互助小组具有较高的信任倾向时,对其持续参与意愿也有积极正向影响;情感价值感知虽然对信任倾向有直接正向影响,但对持续参与意愿的影响不显著。考虑到诚信互助小组处于建设初期,且零售客户与烟草公司、零售客户之间关系的特殊性,组员对烟草公司、其他零售客户的信任倾向及参与诚信互助小组的成本付出感知不是其持续参与意愿的影响因素。同时,通过潜变量标准化影响效应分析发现,信任倾向的中介效应不显著。

On the basis of the theory of reasoned action,this paper explores the influencing factors of members’ continuous intention in participating in integrity-support groups and establishes relevant theoretical model.Empirical research was conducted on the basis of the actual construction of integrity-support groups in Suzhou area.The empirical results show that:members’ value perception on integrity-support groups will directly and positively affect their trust propensity and continuous intention;higher trust propensity towards integrity-support groups will also positively affect their continuous intention.Although value perception has a direct positive effect on trust propensity,it has no significant effect on member’s continuous intention.Considering that the integrity-support groups is in the early stage of construction and the particularity of the relationship among retail customers,tobacco companies and retail customers,team members’ trust propensity towards tobacco companies and other retail customers and their perception of cost for participating in the integrity-support groups are not the influencing factors of their continuous intention.Meanwhile,it is found that the mediating effect of trust propensity is not significant after analyzing the influence effect of latent variable standardization.