品牌信任影响因素的三维度框架研究

本文总结前人的研究成果和理论分析,构建了一个经济价值、核心产品、顾客满意度和品牌信任关系的理论模型,以期对当今消费者与企业之间关系的纽带—品牌信任的相关研究有一定参考价值。     

论品牌关系生命周期中消费者品牌信任与心理契约的建立

企业之间的竞争,集中体现为品牌统治权的争夺,实质是对消费者的争夺。只有与消费者建立长期持久的关系,才能取得竞争的先机。而信任是长期关系的基础,是关系营销取得成功的关键,与心理契约存在正相关关系。系统梳理、借鉴有关品牌信任和心理契约研究成果,并从理论上论证了品牌关系生命周期中消费者品牌信任与心理契约建立的横向动态关系与纵向互动关系同时存在,它们共同形成了消费者品牌信任与心理契约建立的动态整合模型。     

论保险公司的消费者信任战略

消费者信任是保险公司和顾客建立长期关系的关键因素,由于保险服务的特殊性,信任将显著地影响保险公司与顾客之间的关系质量.本文关注保险服务关系中的消费者信任,详细分析了影响消费者信任的主要因素,并提出了保险公司营造信任的氛围来改善销售的效率和维持高度顾客忠诚的策略.     

基于产品信任的我国自主品牌培育研究

产品信任是消费者信任的重要一环,是品牌形成与发展的根本.产品信任有利于消费者对企业品牌产生美好的印象及感知;产品信任有利于形成"口碑效应",提升企业的满意度,为更多的消费者所认知;产品信任会产生消费者对该产品的重复购买行为,带来品牌的忠诚度提升.产品信任条件下自主品牌的培育,应以产品为本,获取消费者信任,构建自主品牌;履行承诺,积累自主品牌资产;加强监管,预防信任缺失,防范自主品牌信任危机.     

企业营销道德对消费者品牌关系质量的影响研究

随着市场日趋成熟,当今市场竞争逐渐从产品主导化向品牌主导化转变,时代背景促使企业要得到生存和发展空间就必须重视品牌和消费者的关系。营销道德作为一个热点话题以来,引起了学术界和企业界的高度重视。具有良好营销道德的企业具有更好的企业信誉,也更容易获得消费者的信任,更容易与企业建立长久稳定的品牌关系,消费者也倾向于重复购买拥有营销道德企业的产品和服务,因此营销道德、消费者感知风险和品牌关系质量三者之间具有相互影响的关系。通过营销道德对消费者感知风险的影响,企业处理消费者与品牌关系以降低消费者的感知风险提供新的视角,使企业能更好地解决三者之间的关系从而提高营销道德。     

基于顾客忠诚度的品牌价值提升策略

品牌是用以识别产品或服务的标识;品牌价值表示其能向消费者提供什么样价值的产品或服务,或者表示提供提供产品或服务的价值有多大,是品牌存在的目的和意义,是企业中极为重要的无形资产;顾客忠诚是顾客在满意、信任基础上不断升华、发展的结果,表现为对某一企业、某一品牌在心理和情感上的一种高度信任;没有顾客就没有品牌,品牌价值源于顾客忠诚。基于顾客忠诚提升品牌价值,一要树立品牌战略意识,二要提高顾客的感受价值,三要增加顾客的转移成本,四要培养忠诚的员工队伍,五要增强与顾客的沟通能力。     

消费者零售企业满意度与其忠诚行为关系研究

在顾客决定市场的今天,作为商品销售者的零售企业要实现持续生存发展,同样也要将自己作为一个企业品牌"让顾客满意"。本文通过对某大型零售企业开展企业满意度与忠诚度的网络调查,利用合理科学的数学模型,分析了消费者对品牌以及对企业满意度和其忠诚度行为之间的关系,并提出如何从顾客对企业的满意度中激发和稳定顾客忠诚行为。     

消费者信任转移研究——企业线下信任如何促进在线购买

本文旨在了解企业在线经营过程中,消费者对企业线下信任如何转移到线上信任.实验研究表明,企业线下信任对线上信任有正面影响,消费者的网络购买经验会强化该关系,线上信任还会促进消费者购买意愿的提升.企业在线经营不能忽略企业线下信任的塑造,同时,要注意引导顾客多接触企业网站,鼓励进行网络购买.文章最后提出了研究局限和未来研究方向.     

品牌社群价值对品牌信任的影响作用研究

品牌社群是当今西方品牌理论研究的新前沿,品牌社群营销成功的关键在于运用品牌社群来创造消费者的品牌信任。本文在系统论述品牌社群价值和品牌信任结构维度的基础上,建立品牌社群价值与品牌信任之间的作用机理模型,通过顾客体验作为中介变量来理解品牌社群价值与品牌信任之间的关系。最后,本文提出了研究结论,并指出了研究局限性和未来展望。     

零售品牌形象与顾客满意度、忠诚度研究

零售品牌形象是消费者对零售品牌要素的感知与联想的总和,它是通过消费者长期的实际购物经历或口头传播而形成的,这种品牌形象一旦形成会显著地影响消费者的购买行为。通过问卷调查,以国内零售企业为例探究零售品牌形象与顾客满意度、顾客忠诚度之间的关系,研究表明零售品牌形象对顾客满意度、顾客忠诚度存在显著的直接影响,零售品牌形象还通过顾客满意度的部分中介作用对顾客忠诚度产生间接的影响。     

浅谈信用风险管理

进入市场经济体制后,大部分企业采用赊销的形式销售商品,因而信用风险管理和风险控制的难度加大。企业应建立科学的信用管理机构,制定科学的信用管理政策,加强内部控制。要用现代的信用管理规范日常控制,科学评价客户信用风险,建立专业化的货款回收系统,使企业在一个健康、稳定、风险可控的经济环境中运行     

电子商务交易中信任度计算模型研究

信任是建立社会关系的基础,也是建立社会秩序的基本工具。在电子商务领域,信任则是交易能够发生的前提,如何度量信任、计算信任则成为电子商务系统的重要组成部分。本文针对目前电子商务信任管理系统中信任计算模型存在的问题,提出一个综合考虑用户信任度影响因素的信任度计算模型,给出相应的计算公式和方法,并引入信任担保机制、信任奖惩机制等,以克服现行信任管理系统对新用户的不公平以及存在的"freerider 现象"等。     

Organizational Trustworthiness: An International Perspective

Although trust has been widely recognized as a vital component ofrelationships and a critical element to the success of organizations,the literature describing trust and trustworthiness is known for itsvarying perspectives and its inconsistencies. Trustworthiness has beenidentified as a condition precedent to the development of trust.Building upon the established constructs of interpersonaltrustworthiness, we propose a related model containing the sevenconstructs of Competence, Legal Compliance, Responsibility to Inform,Quality Assurance, Procedural Fairness, Interactional Cour-tesy, andFinancial Balance. Citing evidence from trust-related literature, weidentify the utility of these seven constructs in encompassingorganizational trustworthiness as a subjectively perceived aspect oforganizational effectiveness. We analyzed questionnaire data andconducted comparative world-region analyses.     

How online trust evolves over time: The role of social perception

Using customer service scenarios in an online retail context, the current study examines how cognitive and affective trust develop over time and how service failure negatively impacts trust, along with the trust restoration opportunities provided by recovery. Study 1 findings reveal that the relationship between Web site social perception and affective trust is stronger for repeat visitors than for first-time visitors. Study 2 findings indicate that failure timing and recovery duration play important roles in service failure situations. Overall, the results demonstrate that consumer cognitive and affective trust develop through the number of interactions with a retail Web site over time and that increased Web site social perceptions facilitate the trust-building process.     

电子商务信用图章经济功能:基于中国背景样本的实验研究

在网站上展示信用图章正成为电子商务企业建立信用的一种主要模式之一。本文主要探讨了电子商务信用图章的经济功能和种类;以提高网上交易量为信用图章的经济功能的代表提出了一些理论假设;基于中国样本的特征,应用交易情景模拟方法采集了相关数据,并用统计软件SPSS12进行检验。实验结果表明:在促进网络销售方面,信用图章一般是有效的,且不同信用图章的有效性是不同的;同种信用图章对不同产品的促销作用也是不同的。     

当代中国政治信任现状思考与路径建构

近年来,我国的政治信任资源有所流失,致使群体性和危机性事件频发,党和政府的政治信任度未有明显提高,社会主义意识形态与核心价值体系建设困难重重。为此,要在满足人民需要、构建社会和谐、维护公平正义、推进制度建设的基础上,全面提升我国的政治意识公信力、政治体系公信力、政治行为公信力,以及政治发展的公信力。     

Trust disposition,trust antecedents,trust, and behavioral intention

Trust is important for fostering successful relationships, reducing uncertainty and risk, and increasing willingness to purchase. This study tests the replications in the mobile banking (m-banking) industry and the influence of trust on purchase intention via investigating the relationships between disposition to trust, and trust antecedents to trust in forming trust in m-banking services, which in turn leads to behavioral intention to adopt those services. In spite of numerous studies being focused on the critical role of trust in recent decades, the topic of multidimensional trust antecedents in m-banking, as well as the effects of disposition to trust on m-banking adoption intention has been relatively neglected. Based on the data collected in Taiwan, the results reveal significant positive relationships between disposition to trust, trust antecedents, and trust. Meanwhile, the relationship between trust and behavioral intention are positively significant. Contributions and managerial implications are discussed.     

Trust Deterioration in an International Buyer-Supplier Relationship

Despite an abundance of research on inter-organizational trust, researchers are only beginning to understand the process of trust deterioration as an inter-organizational phenomenon. This paper presents a case study examining the deteriorating relationship between two international high-tech firms. We surveyed respondents from the supplier firm to identify major elements that reduced the supplier's trust in its customer, using the dimensions of trust identified by Mayer et al. (1995). While violations of ability, integrity, and benevolence all contributed to trust reduction, early violations of trustee benevolence contributed importantly to trust deterioration. Over time, the relationship became "sensitive," and respondents reported many incidents of trust violation. Managers reported primarily integrity- and benevolence-related incidents, while no pattern emerged among operations personnel. We examine the results in light of Hosmer's (1995) ethically-based trust principles. The supplier and customer would likely differ in their opinion of whether the customer was acting "ethically." This suggests that scholars need to examine how many principles can be violated before trust is eliminated, and whether any of the principles are particularly salient in business relationships.     

组织内信任对任务绩效的影响效应

We studies the relationship between organizational trust and work performance through questionnaire method. By establishing six nested models and two non-nested models and comparing them with the hypotheses model, we find that an employee’s trust in his/her immediate superior, co-workers, and the top manager all exert positive influences upon his/her work performance and these influences are independent and supplementary to one another. We also discuss the complex effects of an individual’s perception of different organizational members upon their behaviors. It is found that the influence of an employee’s trust in top manager upon individuals’ job performance is partially mediated by his/her trust in immediate superiors. __________ Translated from Xinli Xuebao 心理学报 (Acta Psychological Sinica), 2006, 38(5): 770–777     

基于ML—FCM的供应链内企业间信任构建模型

本文分析了在21世纪市场环境下构建供应链的必要性,指出培养企业间的相互信任是提高供应链管理水平,增加企业合作效率的有效方式。通过对影响供应链内企业间信任的因素进行分析,构建了供应链内企业间信任模型,并在此基础上提出了基于ML—FCM的供应链内企业间信任构建模型。