微商初始信任建立机制研究 ——以菲悦家纺为例

信任是影响微商客户群体的重要因素,客户对微商的信任经历了从人际信任到商业信任的转移.本文基于线下到线上的信任转移,人际信任到商业信任的转移线索,运用结构方程模型的方法,以菲悦家纺为例开展了实证研究,研究表明客户的线下信任、感知商家声誉、个人信任倾向以及与微商商家的互动对微商初始信任有重要影响.     

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.     

人际关系、人际信任对企业间关系的影响——来自中国家电分销渠道的实证分析

边界管理人员是企业间关系营销的界面,不同企业的边界管理人员之间的人际关系和人际信任对企业间关系的发展具有重要影响。本研究通过选取代表性的关系变量,构建一个结构方程模型,以家电分销渠道中的分销商为样本来源,检验了企业间人际关系和人际信任对企业间关系的影响。     

服务互动的不同类型对交叉购买的影响——基于信任维度的视角

本文在对交叉购买的研究中,以不同信任维度为中介变量,研究不同类型服务互动对交叉购买产生的影响.结果表明,不同信任维度下交叉购买的前置因素影响交叉购买的中介效应是不同的;并且,本文从过程角度出发,以服务互动作为交叉购买的前因,研究不同类型服务互动基于不同信任维度对交叉购买的影响.企业在今后的生存发展中应注重提升企业服务互动质量,促进形成顾客对企业的认知型信任,并进一步形成顾客的情感型信任.     

由"囚徒困境"引发的对企业中人际信任的探析

基于对"囚徒困境"的深层次分析,本文对信任和人际信任作了一定层面的阐述.并结合企业人际信任的两个不同的维度,对如何构建企业中的人际信任提出了自己的看法.     

边界管理人员特征对企业间两层次信任的影响--来自中国家电分销渠道的实证分析

边界管理人员是企业间关系营销的界面,对企业间关系的发展具有重要影响。从施信方特征、受信方特征和双方的互动特征三个方面选取代表性变量,通过构建一个结构方程模型,以家电分销渠道中的分销商为样本,检验了边界管理人员特征对企业间人际信任和企业间信任的影响。     

供应链企业之间信任问题研究

本文认为,信任在供应链管理中具有十分重要的作用,它是供应链的关键组织原则,是供应链企业相互合作的前提和基础,是保证供应链正常运转的支柱,可以提高整个供应链快速响应客户的能力。影响供应链企业间信任的因素多种多样,既有宏观因素,也有微观因素(如满足客户需求能力、信息沟通与共享程度及利益公平和程序公平的程度等)。企业要维护和提升供应链企业之间的信任,必须增强自身的核心竞争力,提高信息沟通与共享能力,进行经常性的沟通、交流,设计有效契约,并建立信任机制。     

社会化电子商务消费者信任对初次购买意向影响的实证研究

随着社交媒体的快速发展,社会化电子商务正在兴起。信任对于社会化电子商务中消费者初次消费有着重要影响。本文将消费者信任分为对推荐的信任、对网站的信任以及对商家的信任,并通过实证研究证明其对消费者初次线上购买意向均有显著的正相关相系。最后对电子商务商家的营销实践提出一些建议。     

由“囚徒困境”引发的对企业中人际信任的探析

基于对“囚徒困境”的深层次分析,本文对信任和人际信任作了一定层面的阐述。并结合企业人际信任的两个不同的维度,对如何构建企业中的人际信任提出了自己的看法。     

供应链合作关系的信任机制

对供应链企业合作关系维护与发展的信任机制进行了研究。阐述了供应链企业间信任的内涵、特点及意义,分析了供应链企业间信任危机的种种原因和表现,并提出了促进供应链企业间信任关系建立的一些建议。     

The Mediating Role of Communication in Interorganizational Channels

Abstract

The overall objective of this article is to examine the impact of interorganizational channel bureaucratic structure on boundary interpersonal trust. The authors present a model where the bureaucratic structure (viz., formalization, participation and centralization) influences interpersonal communication, which functions as a mediator determining the level of interpersonal trust in the supply chain. The authors conceptualize communication as a multidimensional construct, reflective of both instrumental and social communications. The empirical study, conducted in a farm equipment supply chain, indicates that formalization and participation facilitate whereas centralization inhibits communication, which in turn enhances interpersonal trust. Theoretical and managerial implications as well as directions for further research are discussed at the end of the paper.     

Formation of Reputation in Business Markets

ABSTRACT

Purpose: This study adopts a relational perspective on reputation. We investigate how relationship characteristics impact a customer’s judgment of supplier reputation. We include characteristics at both the interfirm and interpersonal levels, and we additionally link these characteristics to interfirm trust in order to explore similarities and differences between reputation and interfirm trust.

Methodology/approach: A survey was conducted among firms in the Norwegian offshore oil and gas industry. We assessed the measurement model and tested the hypotheses by applying LISREL.

Findings: The results show that the customer’s dependence on the supplier, common knowledge, and interpersonal trust are positively related to reputation, while opportunism is negatively related to reputation. Reputation is positively linked to interfirm trust, and both reputation and interfirm trust impact the customer’s satisfaction with the supplier.

Research implications: This study sheds light on the role of relational mechanisms in reputation formation. It suggests that reputation primarily consists of cognitive components, while interfirm trust consists of more affective components. Reputation is an important factor in developing interfirm trust.

Practical implications: This study underscores the importance of a firm’s core relationships to customers for developing its reputation. Managers need to carefully develop their relationships to customers in such a way that these relationships are consistent with and confirm the reputation they want to build.

Originality/value: The study supports the view that relational characteristics play important roles in the formation of reputation in business markets.     

Corporate social responsibilities,consumer trust and corporate reputation: South Korean consumers' perspectives

This study proposes and tests a model of corporate social responsibility (CSR) that specifies relationships among (1) four categories of CSR initiatives as independent variables, (2) three types of consumer trust as mediating variables, and (3) corporate reputation as the dependent variable. Results show that the firm's fulfillment of economic and legal CSR initiatives had a direct positive effect on corporate reputation, whereas neither ethical nor philanthropic CSR initiatives did. In the CSR-trust link, economic performances fostered consumer expertise trust, legal and ethical CSR activities affected integrity trust, and philanthropic CSR activities influenced social benevolence trust in the firm. This study confirms that all three types of trust partially or fully mediate the effect of the four CSR initiatives on corporate reputation. This outcome indicates that CSR activities create and nurture consumers' trust in the company, which will, in turn, bring about consumers' positive or improved perceptions of the firm.     

Operationalizing Trust,Reliance, and Dependence in Business Relationships: Responding to the Ongoing Naming and Cross-Level Problems

Purpose: This article is to test the proposition that the 3 conceptually related constructs of trust, reliance, and dependence are distinct from each other and to test the proposition that the quality of business relationships can be measured with a formative index incorporating trust and reliance.

Methodology/Approach: The authors' propositions are tested with a survey sample of 221 firms in the U.K. construction industry. Exploratory and confirmatory factor analyses are used to analyze the survey data.

Findings: The independence of the 3 focal constructs of trust, reliance, and dependence is confirmed. The formative index is found suitable for evaluating the level of relationship quality in which reliance carries more significant weight than trust.

Research Implications: The separation of the overall construct of “trust” into trust at interpersonal level and reliance at interorganizational level, as found in this study, overcomes the problem existing in past studies that researchers rarely specify at which level trust operates. The clear conceptual distinction between reliance and dependence as found in this study implies that although both operate at the organizational level, they do not have overlapping boundaries. The finding that reliance is a more important impact factor than trust in constructing the formative index supports the notions that reliance is a necessary and sufficient condition for developing sustainable business relationships, and trust is an insufficient condition to sustain an ongoing business relationship.

Practical Implications: Reliance sets the keynote of the business relationship. In contrast, trust as the interpersonal variable only acts as the facilitator to create a favorable social environment. Nevertheless, both trust and reliance have a significant and positive weight in the relationship quality index formed. This means that a business relationship with high levels of both trust and reliance is particularly resilient and stable and is the most successful and desirable one which is frequently oriented toward the long run.

Originality/Value/Contribution: The confirmation of the difference between trust and reliance makes an important contribution to the study of trust in business to business marketing by showing that what has traditionally been treated as theoverall construct of trust can and should be regarded as being made up of two separate constructs: interpersonal trust and interorganizational reliance. The difference between reliance and dependence as an additional finding makes another important contribution by providing conceptual clarity of the two constructs and confirming that there is no overlapping boundary between them. The formative index and the relative importance of its components are another important contribution of this study.     

Organizational Trust and Interfirm Cooperation: An Examination of Horizontal Versus Vertical Alliances

Over the past decade, trust has emerged as the central means of achieving cooperation in interorganizational relationships. Past empirical inquiries have largely focused on the role of trust within the context of vertical relations between channel members or service providers and their clients. Thus, little is known about the nature or the role of trust in horizontal relations. A number of interorganizational scholars suggest that the nature and the effect of behavioral norms such as trust may be widely different in horizontal versus vertical relationships. This study examines the effect of relationship form on organizational trust using data from a survey of 106 U.S. firms who have recently participated in either horizontal or vertical R&D alliances. The results of this survey indicate that participants in vertical alliances display higher levels of organizational trust than participants in horizontal alliances. In addition, while organizational trust enhances cooperation in vertical alliances, trust is unrelated to cooperation in horizontal alliances.     

Dimensions and Levels of Trust: Implications for Commitment to a Relationship

Previous research has found that trust is positively related to commitment in buyer-seller relationships. However, the validity of this finding is questionable because trust has been operationalized in many different ways. For example, prior research has not distinguished among levels of trust (interpersonal or organizational trust) and dimensions or motives of trust (credibility or benevolence). In this study, we distinguish among the levels and dimensions of trust. The results indicate that trust in a sales representative (interpersonal credibility) is more strongly related to commitment than trust in an organization (organizational credibility). In contrast, trust based on organizational benevolence is a stronger predictor of commitment than interpersonal benevolence.     

Trust and SME attitudes towards equity financing across Europe

The decision by a small and medium-sized enterprise (SME) to take on equity requires trust, due to reliance on the good intentions of the parties involved. Drawing on a social capital perspective, we argue that national interpersonal and institutional trust positively influences SME attitudes towards equity financing. We also hypothesize a substitution effect between interpersonal and institutional trust. Through a large survey of European SMEs in 26 countries, we confirm the presence of these direct and interaction effects. By making explicit the link between trust and attitudes to equity financing we extend the theory on institutional drivers of SME financing.     

Investigating the Effect of Employee Empathy on Service Loyalty: The Mediating Role of Trust in and Satisfaction with a Service Employee

Abstract

This study examines the indirect effect of employee empathy on service loyalty through the intervening effect of trust in and satisfaction with service employees during service interactions. Data were obtained through a self-administered questionnaire from university students. A total of 410 useable responses were used to perform data analysis. Confirmatory factor analysis, structural equation modeling, and bootstrapping for indirect effects were conducted to test the hypotheses. The results show a significant effect of employee empathy on trust in service employee and satisfaction with service employee during customer–employee interactions. Also, satisfaction with a service employee showed a significant effect on service loyalty during service interactions. The study enhances the understanding of empathy within banking services during interactions between service employees and customers. It also provides insights for service managers and frontline service employees on how empathy develops customer’s trust and satisfaction with service employee.     

Determinants of Supplier Willingness to Invest in Supporting a Manufacturer's Line

Abstract

This study examines the significance of supplier's expectation of continuity of its relationship with a manufacturer, perception of manufacturer's reputation, trust in manufacturer's credibility, trust in manufacturer's benevolence, and dependence on manufacturer as determinants of its willingness to invest in supporting a manufacturer's line. Data collected from Malaysian and Korean auto suppliers indicate that expectation of continuity of relationship, manufacturer reputation, and trust in manufacturer's credibility are significant determinants of supplier willingness to invest, while supplier dependence and trust in manufacturer's benevolence are not.