摘要
在品牌理论和关系理论的基础上,提出并验证了高科技BtoB品牌信任承诺机制的概念模型,以探索不同的品牌信任维度如何影响不同类型的顾客承诺。研究结果表明,能力信任、关系信任和经济信任等品牌信任维度都对顾客的算计承诺产生正向影响,但只有关系信任能够正向影响情感承诺,经济信任甚至对情感承诺具有负向影响。上述结论解释了三成分品牌信任和二维顾客承诺之间的因果关系。
Based on brand theory and relationship theory, this paper proposes a trust-commitment model of hightech BtoB brands to explore the mechanism of how threedimensional brand trusts impact the customers＇ commitments. Results of the research show that capacity trust, relationship trust and economic trust have positive effects on buyers＇ calculus-based trust. Only relationship trust has positive effects on buyers＇ affect-based trust. Economic trust even has negative effects on buyers＇ affect-based trust. The findings explain the causal relationships between brand trust and two-dimensional customer commitments.
出处
《山东大学学报（哲学社会科学版）》
CSSCI
北大核心
2011年第6期59-64,共6页
Journal of Shandong University(Philosophy and Social Sciences)
基金
山东省社科规划项目(批准号10DJGJ10)
国家自然科学基金资助项目(批准号70872062)
