消费者品牌信任机制建立及影响因素的实证研究

诚信危机是现代企业面临的严峻问题,而营销领域关于消费者对品牌信任建立的理论与实证研究还很匮乏。笔者在访谈和文献基础上,将相关领域的机制性研究与前因性研究两种方法相结合,提出了消费者品牌信任建立的三种机制(经验机制、计算机制和转移机制),并探查出能够反映每种机制的五个变量(感知质量、顾客满意、感知风险、经济价值和品牌声誉)。通过在化妆品行业收集的数据,使用结构方程模型分析,结果表明,经验机制和计算机制对建立品牌信任起作用,其中经验机制的作用最大。     

中国企业渠道联盟关系影响因素研究

渠道联盟被认为是渠道关系中最高、最好的形式。学术界对渠道联盟关系影响因素的研究主要集中在承诺、信任、沟通与合作等方面。本文实证研究了影响中国企业渠道联盟关系的若干因素及其影响程度,特别是探讨了私人关系和行政因素等的影响程度。     

Consumer trust in B2C e-Commerce and the importance of social presence: experiments in e-Products and e-Services

Reducing social uncertainty—understanding, predicting, and controlling the behavior of other people—is a central motivating force of human behavior. When rules and customs are not sufficient, people rely on trust and familiarity as primary mechanisms to reduce social uncertainty. The relative paucity of regulations and customs on the Internet makes consumer familiarity and trust especially important in the case of e-Commerce. Yet the lack of an interpersonal exchange and the one-time nature of the typical business transaction on the Internet make this kind of consumer trust unique, because trust relates to other people and is nourished through interactions with them.This study validates a four-dimensional scale of trust in the context of e-Products and revalidates it in the context of e-Services. The study then shows the influence of social presence on these dimensions of this trust, especially benevolence, and its ultimate contribution to online purchase intentions.     

灵活信任、企业家能力资本化与治理--对家族化合伙创业企业的分析

本文对家族化合伙创业企业治理结构进行了研究.以个人信任和权威为主要特征的家族化治理结构,在企业成长的不同阶段呈现出阶段性的差异化,对收益索取权和经营控制权的调整是突破治理效率瓶颈的根本.本文指出,信任的灵活性、企业家能力差异度、企业家能力资本化过程等是影响这一过程的重要因素.     

顾客关系、信任与顾客对服务失败的反应

优异的服务质量是建立长期顾客关系的重要手段。本文通过实际调查,分析了服务质量的两个维度--结果质量和过程质量对顾客满意度和重购意愿的影响,并探讨了顾客关系和信任感在服务评价和顾客反应方面的作用。研究发现,服务过程和服务结果间存在交互作用,顾客关系对服务质量的影响发挥着调节功能,信任感经由服务结果而影响顾客的反应。     

如何建立社区支持农业中的消费者信任——惠州四季分享有机农场的个案研究

信任对 CSA 经济的可持续至关重要。 文章基于信任建立过程和信任发展的阶段性理论,通过单案例的研究方法探讨如何构建社区支持农业中的消费者信任。 研究结果表明:消费者信任的建立分为初始信任与持续信任两个阶段。 在潜在消费者的初始信任阶段,直接或间接关系、公开的信息、农 场主特征和消费体验会引发消费者的计算过程、转移过程、预测过程、意图过程和能力过程而建立消费 者初始信任。 在会员的持续信任阶段,用户体验和社会联系会引发消费者的预测过程和意图过程而维 持会员对农场的信任。     

残疾人创业的信任环境重构——基于团队特征的视角

推动残疾人成功创业已成为各国促进残疾人就业率提升的一个有效手段,但创业成功并非易事,残疾人创业所面临的信息沟通不畅、信任环境缺失等问题直接影响创业的成功率。本文通过构建相关变量的有调节效应的回归模型,深入探讨了影响残疾人创业的情景因素,研究结果显示,残疾人创业团队的外部信任环境重构和创业团队自信心的建立对创业成功有显著的正向影响。     

Peer influence on protest participation: Communication and trust between co-workers as inhibitors or facilitators of mobilization

In this article, we investigate how communication and trust networks between employees affect participation in a strike. We analyze whether the strength of network relations is related to congruence in strike behavior using social network data on 59 Dutch workers. We find that private communication networks and trust networks lead to similar strike behavior. This finding indicates that networks not only promote protest mobilization but are also vehicles for demobilization, albeit through different network relations.     

Do people have accurate beliefs about the behavioral consequences of incidental emotions? Evidence from trust games

The present study examined people’s expectations of how incidental emotions could shape others’ reciprocity in trusting situations, whether these expectations affect people’s own behavior, and how accurate these expectations are. Study 1 explored people’s beliefs about the effects of different incidental emotions on another person’s trustworthiness in general. In Studies 2 and 3, senders in trust games faced angry, guilty, grateful, or emotionally neutral responders. Participants who were told about their counterpart’s emotional state acted consistently with their beliefs about how these emotions would affect the other’s trustworthiness. These beliefs were not always correct, however. There were significant deviations between the expected behavior of angry responders and such responders’ actual behavior. These findings raise the possibility that one player’s knowledge of the other’s emotional state may lead to action choices that yield poor outcomes for both players.     

礼物、关系和信任

本文试图通过关系/人情/信任三个具有本土意义的重要概念,来探讨中国社会中的礼物流动及其背后所隐含的人际意义。通过理论建构,笔者提出了一个“人际关系在送礼过程中的运作过程”模型。