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| 背景信任对消费者品牌忠诚影响机理研究 | |
| 引用本文： | 张媛媛,张珣,徐彪.背景信任对消费者品牌忠诚影响机理研究[J].软科学,2012,26(12):132-136,144. |
| 作者姓名： | 张媛媛 张珣 徐彪 |
| 作者单位： | 1. 南京师范大学商学院,南京,210097 2. 南京大学商学院,南京210093;南京大学金陵学院,南京210093 3. 南京大学政府管理学院,南京,210093 |
| 基金项目： | 国家自然科学基金项目，中国博士后科学基金项目 |
| 摘 要： | 把信任划分为背景信任和具体信任,基于两种竞争性的理论,分别构建了不同层级信任对品牌忠诚的影响机制模型,并收集数据进行了实证检验。研究发现,基于制度主义理论的模型可以更好地拟合数据,背景信任能够促进具体信任;并通过具体信任间接对品牌忠诚产生影响。 |
| 关 键 词： | 背景信任 来源国信任 行业信任 公司信任 品牌信任 品牌忠诚 |
Research on Background Trust's Impact on Customer Brand Loyalty |
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| ZHANG Yuan-yuan , ZHANG Xun , XU Biao.Research on Background Trust's Impact on Customer Brand Loyalty[J].Soft Science,2012,26(12):132-136,144. | |
| Authors: | ZHANG Yuan-yuan ZHANG Xun XU Biao |
| Institution: | 1.School of Business,Nanjing Normal University; 2a.Jing Ling School;b.School of Business;c.School of Government,Nanjing University Nanjing 210093) |
| Abstract: | There are two types of customer trust,one is Universalistic-trust,and the other is Particularistic-trust.Theorists has reached a consensus that Particularistic-trust could influence consumers′ behavior.But there are two appoints about how Universalistic-trust Influences Customer Loyalty and Quality Perception.According to the existent literature,it identified two types of trust,Universalistic-trust(Country-trust,Industry-trust) and Particularistic-Trust(Firm-trust,Brand-trust).Based the two competition theory,it constructed the theoretical framework and research hypothesis,collected date from IT industry,and made an empirical research.The result showed that Institutional theory had better fit index.Universalistic-trust could influence customer brand loyalty not only directly,but also indirectly through Particularistic-trust. |
| Keywords: | background trust country-trust industry-trust firm-trust brand-trust customer loyalty |
| 本文献已被 CNKI 万方数据 等数据库收录！ | |