共查询到20条相似文献，搜索用时 375 毫秒
1.
品牌延伸对消费者品牌忠诚的影响——基于品牌信任和品牌象征价值的实证研究 总被引：2，自引：1，他引：1
研究了当品牌延伸的契合度高和低时,对品牌信任、品牌象征价值及品牌忠诚的不同影响,并利用结构方程模型验证了品牌信任和品牌象征价值在品牌延伸对消费者品牌忠诚影响中的中介效应。 相似文献
2.
3.
4.
随着全球经济一体化,商业市场中的诚信问题已成为一个国际性问题.因诚信引发的商业欺骗和假冒伪劣等对人们的身心健康带来了极大的威胁.尤其是近来年中国乳制品行业暴发的各类产品伤害事件使许多品牌失去了往日的光泽,消费者过去所依赖的品牌信任感知机制开始瓦解.中国企业如何走出困境,消费者品牌信任如何重塑?成为摆在企业和各级政府面前的重要命题.为了探寻诚信危机下中国品牌的出路问题,本文将心理学和社会学等领域的相关理论引入到营销领域,以中国乳制品行业为背景,深入剖析了消费者品牌信任嬗变的内在机理,探讨了消费者品牌信任重塑的有效途径. 相似文献
5.
建立消费者与品牌之间的信任是企业营销的终极目标,也是企业获得竞争优势的重要源泉.但是关于企业之间的信任的现有研究并不能直接移植到消费者与品牌之间的信任上,而且不同文化背景下人们对信任的理解也是不同的.为此,本文在前人研究的基础上,结合消费者的访谈,对中国消费者品牌信任的概念进行了重新界定,并通过在电冰箱行业收集的数据开发出一套具有可靠性和有效性的测量量表. 相似文献
6.
本文尝试以品牌信任度为中介变量来验证企业社会责任与顾客忠诚度的关系,基于江苏部分地区牛乳制品消费者的问卷调查,运用SPSS13.0对调查量表各维度进行了因子分析、信度与效度检验以及回归分析,实证结果发现:企业社会责任与顾客忠诚度呈显著正相关关系,与品牌信任度呈显著正相关关系,而品牌信任度对企业社会责任与顾客忠诚度之间的关系也起到了部分中介作用。因此,企业在积极承担社会责任的同时应多关注消费者的品牌感知和评判,着力构建起品牌的信任和忠诚。 相似文献
7.
商务背景下基于知识共享的跨文化信任影响因素实证研究 总被引：2，自引：0，他引：2
基于知识共享、跨文化管理和信任理论,建立了商务背景下基于知识共享的跨文化信任模型,提出了商务背景下基于知识共享的跨文化信任影响因素.在已有文献的基础上,设计调查问卷对西安市软件园的多家企业进行了调查,并运用统计分析软件工具SPSS13.0进行了数据分析.研究发现,在商务背景下,信任者的信任倾向显著影响基于知识共享的跨文化信任结果;被信任者的能力因素对基于知识共享的跨文化信任结果的影响不显著;作为文化差异的一个方面,权力距离影响基于知识共享的跨文化信任结果,但中国跨文化商务背景下的权力距离的影响不像以往研究中发现的那么大.这些发现表明随着经济全球化的发展,国际性商务文化正在凸现,中国与其它国家之间在商务背景下的文化差异方面有所发展和变迁,这些变迁对于商务背景下基于知识共享的跨文化信任产生着深远的影响. 相似文献
8.
随着互联网和IT技术的发展,团队协作越来越趋于信息化。基于新兴IT技术平台的协作方式使得团队中的个人信任问题显得尤为重要。此研究采用情境实验法的研究方法,对基于国际管理学界最新的信息化建导技术进行的创新型协作的团队样本分三个阶段进行了跟踪式调查,并采用信任平衡趋势图和蜘蛛图模型,对所得数据进行分析,得出了信任因素在不同阶段的发展变化的四对平衡相互关系,以及个人信任在协作过程中的整体发展趋势。研究还得出了个人信任在协作过程的不同阶段具有稳定性,非理想值性,以及易扰性的特征。实验末期又进行了半结构式访谈,验证了前两个模型的结果并深入分析了影响个人信任发展的影响因素。研究发现,一些临时性的、不确定因素会影响个人信任。此外,此研究还深入讨论了导致信任不同阶段发展变化的原因。 相似文献
9.
将西方社会的普遍信任划分为对企业的信任和对边界管理人员的信任,同时基于中国的文化背景提出了中国人际关系影响下的特殊信任,并将上述3个纬度作为自变量,将企业购买意向作为因变量,构建了中国式信任对企业购买决策的影响模型,并提出了研究假设。通过搜集国内企业的相关数据,对中国式信任的3个纬度及对企业购买意向影响的相关假设进行了实证研究。结果表明:对企业的信任和特殊信任对购买意向有直接正向影响;对边界管理人员的信任不能直接影响购买意向,但可以通过对企业的信任间接影响购买意向;特殊信任与对边界管理人员的信任成正相关关系,但与对企业的信任的正相关关系不显著。 相似文献
10.
回顾了国内外关于品牌延伸的研究,介绍了基于消费者感知的品牌延伸评价模型—A＆K模型,针对该模型未能充分考虑消费者评价因素的不足,从消费者角度,结合品牌识别和品牌忠诚因素,对A＆K模型进行改进,提出一个改进品牌延伸的评价模型,旨在探讨原模型中可能存在的新变量对评价过程的影响。 相似文献
11.
Chung-Tzer LiuAuthor Vitae Yi Maggie GuoAuthor Vitae Chia-Hui LeeAuthor Vitae 《International Journal of Information Management》2011,31(1):71-79
Because the cost of attracting new customers is much higher than the cost of retaining old customers, keeping customers loyal is a crucial issue for service firms. This research explores how relationship quality and switching barriers influence customer loyalty. Relationship quality consists of two aspects: satisfaction and trust. Antecedents of satisfaction and trust are explored. To test the proposed research model, a survey research methodology was used. Paper survey was distributed to mobile phone users in Taiwan. A total of 311 valid questionnaires were returned. Structural equation modeling was used to test hypotheses. Satisfaction, trust, and switching barriers have positive effects on loyalty. In terms of antecedents, it was found that playfulness and service quality impact satisfaction while service quality and intimacy affect trust. From a managerial perspective, this research suggests that practitioner should not only keep improving service quality, but also provide playfulness to ensure customer satisfaction. Service providers should also build relationship quality and switching barriers to reduce the possibility of defection and enhance customer loyalty. 相似文献
12.
承诺感知的相互性影响在KIBS企业与组织顾客间的合作创新过程中具有非常重要的作用。依据相互性理论,基于245个KIBS企业合作创新项目的调研数据,运用实证分析方法,从承诺感知视角嵌入,探讨了KIBS企业承诺感知与组织顾客承诺感知之间的相互性影响,并深入剖析了KIBS企业专用性投资的中介作用和KIBS企业人际信任的调节作用。结果表明：（1）合作创新中企业间的承诺感知存在显著的相互性影响;（2）KIBS企业专用性投资在其承诺感知对组织顾客承诺感知正向影响作用过程中起到完全中介作用,在其承诺感知与人际信任交互效应对组织顾客承诺感知正向影响作用过程中起到部分中介作用;（3）KIBS企业人际信任在KIBS企业承诺感知对其专用性投资的影响过程中起到正向调节作用;（4）KIBS企业人际信任在组织顾客承诺感知对KIBS企业承诺感知的影响过程中起到负向调节作用。 相似文献
13.
Jae Ik Shin Ki Han Chung Jae Sin Oh Chang Won Lee 《International Journal of Information Management》2013
We performed a study to determine the influence that site quality has on repurchase intention of Internet shopping through customer satisfaction, customer trust, and customer commitment. Appropriate measures were developed and tested on 230 university students of Gyeongnam province in South Korea with a cross-sectional questionnaire survey. The results of the empirical analysis confirmed that site quality can be conceptualized as a composite of six dimensions of shopping convenience, site design, information usefulness, transaction security, payment system, and customer communication. Second, site quality positively affected customer satisfaction and customer trust, but did not affect customer commitment and repurchase intention. Third, site quality can affect repurchase intention by enhancing or attenuating customer satisfaction, customer trust, and customer commitment in online transaction situation. The mediating effect of customer satisfaction, customer trust, and customer commitment between site quality and repurchase intention is identified. Fourth, site quality indirectly affected customer commitment through customer satisfaction. Customer satisfaction indirectly affected repurchase intention through customer trust and customer commitment. Thus, it is found that site quality can be a very important factor to enhance repurchase intention in the customer perspective. 相似文献
14.
This paper examines the antecedents of branding co-creation that include social networking sites’(SNSs) participation motivations,customer participation, brand trust and brand loyalty in social media brand communities by applying the “Stimulus-Organism-Response paradigm”. The survey method was used to gather data from 407 social media users. Data were analysed using structural equation modeling techniques. The findings reveal that SNSs’ participation motivations positively influence customer participation, which in turn significantly affects brand trust and brand loyalty. Consequently, both brand trust and brand loyalty positively influence branding co-creation in brand communities on social media. Furthermore, brand trust contributes as a mediator between customer participation and brand loyalty on social media brand communities. Although studies on relationships examined through the lens of the Stimulus-Organism-Response paradigm are popular, to the authors’ surprise there is scant literature examining the relationships between SNSs’ participation motivations, customer participation in social media brand communities, brand trust, brand loyalty and branding co-creation. 相似文献
15.
Michel Laroche Mohammad Reza Habibi Marie-Odile Richard 《International Journal of Information Management》2013
There is an ongoing debate over the activities of brands and companies in social media. Some researchers believe social media provide a unique opportunity for brands to foster their relationships with customers, while others believe the contrary. Taking the perspective of the brand community building plus the brand trust and loyalty literatures, our goal is to show how brand communities based on social media influence elements of the customer centric model (i.e., the relationships among focal customer and brand, product, company, and other customers) and brand loyalty. A survey-based empirical study with 441 respondents was conducted. The results of structural equation modeling show that brand communities established on social media have positive effects on customer/product, customer/brand, customer/company and customer/other customers relationships, which in turn have positive effects on brand trust, and trust has positive effects on brand loyalty. We find that brand trust has a fully mediating role in converting the effects of enhanced relationships in brand community to brand loyalty. The implications for marketing practice and future research are discussed. 相似文献
16.
17.
18.
本文从员工管理与顾客管理的整合视角,探讨Guanxi情境下顾客信任企业化的路径,讨论"组织认同"对顾客信任企业化过程的影响。基于社会认知理论,分析组织认同的三个维度在合情的顾客信任、合理的顾客信任的企业化过程中的差异化影响。笔者通过问卷调查,运用偏最小二乘方法对模型进行检验,结果显示组织认同对顾客信任的企业化过程有调节作用,且组织认同的三个维度分别影响了顾客信任的两种企业化过程。这些发现对组织管理者更好地识别和处理组织的信任关系有借鉴意义,为管理者通过提升员工的组织认同感来实现顾客信任企业化提供理论基础。 相似文献
19.
以KIBS企业与组织顾客合作创新项目为对象,从组织顾客的破坏性视角嵌入,通过问卷调查深入剖析投机性行为与不公平行为两种组织顾客破坏性行为对组织间合作的影响并揭示其具体的作用机制。结果表明：投机性行为、不公平行为对组织间合作均具有明显的负向作用;组织信任对组织间合作具有明显的促进作用,而组织冲突则具有明显的抑制作用;投机性行为通过降低组织信任、激化组织冲突的部分中介作用进而负向作用于组织间合作;不公平行为通过降低组织信任、激化组织冲突的完全中介作用进而负向作用于组织间合作。 相似文献
20.
Voice shopping is becoming increasingly popular among consumers due to the ubiquitous presence of artificial intelligence (AI)-based voice assistants in our daily lives. This study explores how personality, trust, privacy concerns, and prior experiences affect customer experience performance perceptions and the combinations of these factors that lead to high customer experience performance. Goldberg’s Big Five Factors of personality, a contextualized theory of reasoned action (TRA-privacy), and recent literature on customer experience are used to develop and propose a conceptual research model. The model was tested using survey data from 224 US-based voice shoppers. The data were analyzed using partial least squares structural equation modeling (PLS-SEM) and fuzzy-set qualitative comparative analysis (fsQCA). PLS-SEM revealed that trust and privacy concerns mediate the relationship between personality (agreeableness, emotional instability, and conscientiousness) and voice shoppers’ perceptions of customer experience performance. FsQCA reveals the combinations of these factors that lead to high perceptions of customer experience performance. This study contributes to voice shopping literature, which is a relatively understudied area of e-commerce research yet an increasingly popular shopping method. 相似文献