扬长避短还是坦诚相待?——信任视角下信息推送研究

"Highlighting Strengths while Downplaying Weaknesses"vs"Being Frank and Honest"?A Study on Information Push from the Perspective of Trust

获取客户的信任是企业精准推送成功的关键,本文探究企业在对新、老客户进行产品信息推送时,如何选择相匹配的信息类型来增强客户信任,以提升消费者的购买意愿。通过三个实验发现:对新客户使用双面信息能提高其购买意愿,善意信任中介了这一影响过程;对老客户使用单面信息能提高其购买意愿,能力信任中介了这一影响过程。此外,本研究还发现产品评分的边界作用,即本文的交互效应对不展示产品评分的商家,以及对产品评分较高的商家有效,而对于评分较低、口碑较差的商家交互效应便会消失。本文的研究结论不仅对企业如何提升推送效果具有一定实用性的指导意义,也有助于丰富单、双面信息和客户类型的相关学术研究。

Gaining customers'trust is the key to the success of accurate information push for enterprises.This paper explores how enterprises choose appropriate types of information to enhance customer's trust and purchase intention when product information is pushed to the new and old customers respectively.Based on three experiments,this paper finds that:for new customers,two-sided message can improve their purchase intention,and goodwill trust mediates this process;For old customers,one-sided message can improve their purchase intention,and competence trust mediates this process.Besides,this paper also finds the boundary effect of the rating of products.In particular,the interaction effect of this study is only applicable to those enterprises highly rated or without rating instead of those lowly rated.The research conclusion of this paper not only has practical guiding significance for enterprises to improve the effect of accurate advertising,but also helps to enrich the academic research on the field of one-sided and two-sided message and customer types.