消费信任发生机制探索——一项基于中国本土的实证研究

信任是促进消费者购买的关键因素之一。本研究在梳理以信任为研究主题的文献基础上,对消费信任的发生机制进行探索,编制了消费信任发生机制的量表,并运用此量表调查了中国7个省市和地区的529名消费者,采用结构方程模型检验消费信任的发生机制模型。结果表明,声望和理性计算结果对消费信任的产生具有重要影响,消费者做决策时对刻板印象的偏好及其对商家的认同也对消费信任具有显著影响。

Research on the Development and Mechanism of Consumer Trust:Empirical Study on Chinese Data

Trust is a key factor lead to purchasing.Based on summarizing prior studies,this article researches the development and mechanism of consumer trust,then compiles a scale about the mechanism of consumer trust and makes a survey on 529 subjects across 7 provinces and districts.Through the test of SEM,we find that reputation and calculation process are vital to consumer trust,while the preference to stereotype during deciding and the identification to companies also play important role in developing consumer t...