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E96058
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不同層次信任對顧客忠誠度影響之進一步研究
A Further Research on the Effect of the Different Scopes of Trust toward Customer Loyalty
1.王昭雄
1.Jao-shyong Wang
1.樹德科技大學企業管理系
1.Department of Business Management, Shu Te University
001,002,003,004
1.樹德科技大學企業管理系
1.Department of Business Management, Shu Te University
002
1.行政院國家科學委員會
1.National Science Council
A.14 計畫執行期間(起):2007-08-01
A.14 計畫執行期間(訖):2009-07-31
2007-09-012008-02-282008-09-012009-02-28
A.16 收到日期:2010-03-15
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1.中國華民國年滿20歲以上之直銷商(96年全國約380萬人);
2.中國大陸20歲以上人員

1

1.臺灣樣本252份; 2.中國樣本201份


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001,003
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C.2 聯絡日期:2010-03-22
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1.樹德科技大學企業管理系
1.Department of Business Management, Shu Te University
1
C.7 資料公開日期:2011-08-01
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1.人際信任
2.系統信任
3.忠誠度
1.Interpersonal Trust
2.Loyalty
3.System Trust
 近年來「信任」在市場交易所扮演的角色,逐漸受到學者的重視,諸多研究結果指出,顧客對公司的信任度,會影響顧客的忠誠度與行為 (Sirdeshmukh, et al., 2002)。整體而言,這些研究大都著重在公司與顧客互動方面,諸如藉由公司與顧客接觸的頻率多寡,來衡量顧客信任的程度(Doney & Cannon, 1997)。Zucker(1986)以交易過程為基礎的信任(process-base trust),強調顧客在交易的過程中建立對人及公司的信任度(Kramer, et al., 1996)。而顧客對於公司所提供的服務或建議,往往無法衡量其可信度,因此,在「信任」的程度上需要靠廣大市場(broader marketplace)的信任程度來提升。

本研究探討公司範圍信任(小範圍信任)的中介影響效果,即實證市場環境信任(大範圍信任)對顧客忠誠度之影響。本研究將以直銷產業為研究對象,直銷產 業因其銷售方式特殊及影響的人數眾多,易引發社會事件,早期很多人將此產業和老鼠會劃上等號,至今仍然有很多消費者對直銷公司、直銷商採取不信任的態度, 因此就本研究信任模式議題而言,以直銷產業為實證對象,具有理論與實務的意義。

The role of trust in market exchange has been of consistent interest to researchers over the past decade. A number of studies have shown that customer trust in a company and its representatives can have a measurable influence on customer satisfaction and behaviors (see Sirdeshmukh, et al., 2002 for a recent example). In general, these studies have emphasized that company actions such as contacting customers frequently (Doney & Cannon, 1997) can influence customer trust. Yet, customers do not evaluate such company actions in a vacuum. They develop trust in an individual provider against a backdrop of trust in the broader marketplace where the exchange is taking place.

In this project, we studying the influence of broad-scope trust on customer loyalty that this influence is fully mediated by narrows-scope trust. Direct selling business will be our study context because of its people orientation nature and its lack of trust in the general public.

D.16 完成檢誤日期:2011-02-09
D.17 預定釋出日期:2011-08-01
D.18 初次釋出日期:2011-08-01
D.19_1 最新版釋出日期:2011-08-01
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10.6141/TW-SRDA-E96058-1
http://efenci.srda.sinica.edu.tw/webview/index.jsp?object=http://efenci.srda.sinica.edu.tw:80/obj/fStudy/E96058
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