直销企业顾客信任影响因素的实证研究
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摘要
直销是一种古老的营销方式。这种方式使商品生产者直接与最终顾客进行交易,它的市场目标范围大,同时又是一种消耗最少的营销模式。在现代社会中,直销方式对开拓商品经济市场发挥着越来越大的作用。但企业在通过直销这种营销模式获得更多竞争优势的同时,也面临着这种销售模式所带来的挑战。直销企业的诚信问题越来越多的暴露在大家的面前。曾经无数风光无限的企业走向落寞,其很大一部分原因就是没有意识到诚信对于一个企业的重要,没有真正意识到顾客信任的重要性,更不知道哪些因素会影响顾客信任,直销企业又应该如何去建立顾客信任,最终造成了顾客对直销企业的信任缺失。于是直销企业如何树立自己的诚信形象成了当务之急,而要树立诚信形象就要去理解顾客信任,找到影响顾客信任的影响因素。本文就是在这种背景下,通过对直销企业顾客所做的实证分析,研究影响直销企业顾客信任的主要因素。
全文共分五章。第一章为导论部分,主要介绍了问题是如何提出,并介绍了论文的主要内容、研究框架及所采用的研究方法。第二章为相关理论及文献综述。首先界定了直销及其相关概念和直销企业的定义,然后界定了顾客信任的定义并对顾客信任的影响因素进行了研究综述。这章为本研究后续理论模型的构建奠定了坚实的理论基础。第三章在相关文献并结合笔者访谈的基础上提出本研究的假设并构建模型。第四章为论文的主体部分,对上一章建立的模型进行实证研究。第五章为全文的结论与启示。
Direct selling has been known as an old type of marketing, in which way commodity producers can trade with final customers directly. It is less consuming with more market. In modern society, direct selling plays a more and more important role of developing commodity economy market. This new type of selling brings many companies more competitive strength as well as challenges, such as credibility problem, which has been exposed seriously. Lack of customer trust is the direct reason that many successful companies can't continue. They are not aware of the importance of customer trust and how to establish it. It's urgent to set up a trust image for the enterprise which demands us to recognize customer trust and find out which factors have effect on it. In this background, this paper reseaches the factors which effects customer trust through experimental analysis.
The author divided the development of this study into five parts. The first chapter is introduction, which refers to putting forward a question. Also it introduces main content, research frame and method. The second chapter is reference review. Firstly, it gives the definition of direct selling and direct selling company. Then, it discusses what customer trust is. At last, it summarizes effect factors of customer trust. This chaper lays a strong theorical foundation for the whole paper. The third chapter puts forward research theory hypothesis and establishes model. The forth chapter has demonstration research. The fifth chapter is conclusion and enlightenment.
全文共分五章。第一章为导论部分,主要介绍了问题是如何提出,并介绍了论文的主要内容、研究框架及所采用的研究方法。第二章为相关理论及文献综述。首先界定了直销及其相关概念和直销企业的定义,然后界定了顾客信任的定义并对顾客信任的影响因素进行了研究综述。这章为本研究后续理论模型的构建奠定了坚实的理论基础。第三章在相关文献并结合笔者访谈的基础上提出本研究的假设并构建模型。第四章为论文的主体部分,对上一章建立的模型进行实证研究。第五章为全文的结论与启示。
Direct selling has been known as an old type of marketing, in which way commodity producers can trade with final customers directly. It is less consuming with more market. In modern society, direct selling plays a more and more important role of developing commodity economy market. This new type of selling brings many companies more competitive strength as well as challenges, such as credibility problem, which has been exposed seriously. Lack of customer trust is the direct reason that many successful companies can't continue. They are not aware of the importance of customer trust and how to establish it. It's urgent to set up a trust image for the enterprise which demands us to recognize customer trust and find out which factors have effect on it. In this background, this paper reseaches the factors which effects customer trust through experimental analysis.
The author divided the development of this study into five parts. The first chapter is introduction, which refers to putting forward a question. Also it introduces main content, research frame and method. The second chapter is reference review. Firstly, it gives the definition of direct selling and direct selling company. Then, it discusses what customer trust is. At last, it summarizes effect factors of customer trust. This chaper lays a strong theorical foundation for the whole paper. The third chapter puts forward research theory hypothesis and establishes model. The forth chapter has demonstration research. The fifth chapter is conclusion and enlightenment.
引文
1.易奉菊.传销直销辨析[J],港澳经济,1997,4：10-15.
2.胡远江.中国直销市场渐进开放[J],知识经济,2006,4：12
3. Rowland T. Morisrtyand, Ursula Moran [J], Managing Hybrid Marketing systems, HarVard Bustness Review, Dec.1990,4:146-155.
4.应肃正,杨嘉娴.直销立法回顾与前瞻[J],自由企业家,2004,2：9-13.
5. Doney, P M.,&Cannon, J.P. An examination of the nature of trust in buyer-seller relationships [J]. Journal of Marketing,1997,61:35-51.
6. Legance,&Gassenheimer A. Trust as a social reality [J]. Social Forces,1985,63:967-985.
7. Legance & Marshall, P. E-Loyalty. Your Secret Weapon on the Web [J]. Harvard Business Review,2002,7:105-113.
8.马来西亚直销法,http://www.0106.net/fagui 1.asp?id=40.
9.韩国直销法,http://www.0106.net/faguil.asp?action=search&id=39.
10. Dyer, J. H.& Chu. W. J. The Determinants of Trust in Supplier-automaker Relationships in the U.S., Japan and Korea [J], Journal of International Business Studies,2000,31(2): 259-285.
11. Morgan& Hunt, D. G Preventing. The Death of Relationship Marketing [J], Harvard Business Review,1998,6:42-51.
12. Urban, G. L., Sultan, F. Placing trust at the center of your Internet strategy [J], Sloan Management Review,2002,25,39-48.
13.Woodside, A. G.& Jr., J. W. D. The Effect of Salesman Similarity and Expertise on Consumer Purchasing Behavior [J], Journal of Marketing Research,1974,6:198-202.
14. Swan, J. E., Trawick, I. F,&Silva, D. W. (1985). How industrial salespeople gain customer trust [J], Industrial Marketing Management,2001,14(8):203-211.
15.杨宜音.“自己人”：信任建构过程中的个案研究.社会学研究,1999,54(2)：38-51.
16.毕雪梅.顾客感知质量研究[J],华中农业大学学报(社会科学版),2004,147(3)：42-45.
17.岳红记,刘咏芳.论当前我国企业的信用危机[J], 经济师,2002(8)：16-17.
18.周磊.影响顾客对在线营销商信任的因素分析[J],上海经济研究,2005,255(7)：80-86.
19.许晓勇,吕建红,陈毅文.品牌形象的消费行为学研究[J],心理科学进展,2003(4)：464-468.
20.宝贡敏.国家社科基金项目“转型背景下的企业诚信与企业竞争优势关系研究”申请书(项目编号：03BJL025),2003.
21. Crosby, L.A, Evans, K.R.,&Cowles, D. (1990). Relationship quality in services selling an interpersonal influence perspective [J], Marketing,54:68-81.
22. Hawes 7. M., Mast, K. E.,&Swan, J. E. (1989). Trust earning perceptions of sellers and buyers [J], The Journal oJPersonal Selling & Sales Management,2001,9(1):1-8.
23.谢凤华.顾客信任前因、维度和结果的研究——基于电视机购买的理论与经验研究[D],博士学位论文,浙江大学,2005.
24.王霞,赵平.耐用消费品行业顾客满意对顾客忠诚的影响研究[J],北京工商大学学报(社会科学版),2003 6：41-44.
25.郑也夫,彭泗清等.中国社会中的信任[M],北京：中国城市出版社,2003.
26.许淑君,马士华.我国供应链企业间的信任危机分析[J],工业工程与管理,2000,6：5-8.
27.马永生.品牌经营研究—基于顾客价值的观点[D],上海财经大学博士学位论文,2002.
28.范秀成,陈英毅.体验营销：企业赢得顾客的新思维[J],经济管理,2002(22)：62-67.
29.戴颖,中国直销新势力[J],经贸世界,2006.
30.金玉芳,董大海.顾客信任影响因素实证研究——基于过程的观点[J],管理世界,20047：93-99.
31.庞川,薛华成.专业服务顾客信任的实证研究[J],商业研究,2004.
33. Andaleeb, S. S,& Anwar, S. F, Factors influencing customer trust in salespersons in a developing country [J], Journal of International Marketing,1996,4(4):35-52.
34. Swan, J. E, Bowers, M. R.,& Richardson, L. D. Customer trust in the salesperson:an integrative review and meta-analysis of the empirical literature [J], Journal of Business Research,1999,44:93-107.
35. Ganesan, S. Determinants of long-term orientation in buyer-seller relationships [J], Journal of Marketing,1994,58(4):1-19.
36.谢凤华,宝贡敏.企业诚信与竞争优势的关系研究——基于苏州等六地188家企业的实证调查[J],南开管理评论,2005,4：36-38.
37. Johnson, D.& Grayson, K. Cognitive and Affective Trust in Service Relationships [J], Journal of Business Research,2005,58:500-507.
38.何永祺.我国直销公司的当务之急——重塑行业形象[J],暨南学报,1997,6：1-19.
39. Anderson & Narus (1987).Developing buyer-seller relationships, [J], Journal of Marketing, 51(4):11-27.
40. Moorman, C, Deshpande, R,& Zaltman, (1993). Factors affecting trust in market research relationships [J], Journal ojMarketing,2000,57:81—101.
41. Moorman, C., Zaltman, Q&Deshpande, R. (1992). Relationships between providers and users of market research:the dynamics of trust within and between organizations [J], Journal ojMarketing Research,2004,29(3):314-328.
42. Hosmer, L. T. (1995). Trust:the connecting link between organizational theory and philosophical ethics [J], Academy of Management Review,2003,20:379-403.
43. Bendapudi & Berry (1997). Power and trust:critical factors in the adoption and use of electronic data interchange [J], Organization Science,2005,8(1):23-42.
44. SirdeshmukhSingh & Sabol. The inpact of initial consumer trust on intentions to transact with a web site:a tmst building model [J],Journal of Strategic Injor;wtion systems,2002, 11:297-323.
45. Chen, S. C,&Dhillon, G. S. (2003). Interpreting Dimensions of Consumer Trust in E-Commerce [J], Information Technology and Management,2003,4:303-318.
46. Siau, K,&Shen, Z. (2003) Building Customer Trust In Mobile Commerce [J], Cimmunicalions of the Acm,1998,46(4):91-94.
47. Corbitt, B. J, Thanasankit, T.&Y, H. (2003). Trust and e-commerce:a study of consumer perceptions. Electronic [J], Commerce Research and Applications,2000,2:203-215.
48. Koufaris, M.,&Hampton-Sosa, W. (2004). The development of initial trust in an online company by new customers [J], Information & Management,1999,41(3):377-397.
49. Jaivenpaa, SL., Tractinsky, N.&V tale., M. (2000). Consumer trust in an Internet store. Injanon [J], Technology and Management,2004,1:45-71.
50. Walczuch,R.,&Lundgren, H. (2004). Psychological antecedents of institution-based consumer trust in e-retailing [J], Information 8c Management,1997,42:159-177.
51. Kennedy, M. S,Ferrell, L. K.,& LeClair, D. T. Consumers' trust of salesperson and manufacturer [J], an empirical study. Journal of Business Research,2001,51:73-86.
52. Delgado-Ballester & Munuera-Alem (2000). Consumer trust in an Internet store. Injanon
[J], Technology and Management,2001,1:45-71.
53.吕洪良,保健品的顾客信任前因和结果分析[M],2006.
54.庞佳丰,我国手机市场顾客价值影响因素实证研究[M],2006
55. Churchill, Gilbert A., Jr., A Paradigm For Developing Better Measures of Marketing Constructs [J], Journal of Marketing Research, Feb,1979,16:64-73.
56. Schoenbachler & Gordon. An Updated Paradigm For Scale Development Incorporating Unidimensionality and Its Assessment [J], Journal of Marketing Research,2002,5: 186-92.
57. Peter, J. P., Reliability:A Review of Psychometric Basics and Recent Marketing Practices [J], Journal of Marketing Research, Feb,1979,16:6-17.
58. Ganesan, S. (1994). Determinants of long-term orientation in buyer-seller relationships [J], Journal of Marketing,1996,58(4):1-19.
59.侯杰泰,温忠麟,成子娟.结构方程模型及其应用[M].北京：教育科学出版社,2005.
60.高海霞.消费者的感知风险及减少风险行为研究[D].博士学位论文,浙江大学,2003.
61.Joreskog, Sorbom. International, Inc, User's Reference Guide. Lincolnwood:[J], Scientific Software,1989,1-9.
2.胡远江.中国直销市场渐进开放[J],知识经济,2006,4：12
3. Rowland T. Morisrtyand, Ursula Moran [J], Managing Hybrid Marketing systems, HarVard Bustness Review, Dec.1990,4:146-155.
4.应肃正,杨嘉娴.直销立法回顾与前瞻[J],自由企业家,2004,2：9-13.
5. Doney, P M.,&Cannon, J.P. An examination of the nature of trust in buyer-seller relationships [J]. Journal of Marketing,1997,61:35-51.
6. Legance,&Gassenheimer A. Trust as a social reality [J]. Social Forces,1985,63:967-985.
7. Legance & Marshall, P. E-Loyalty. Your Secret Weapon on the Web [J]. Harvard Business Review,2002,7:105-113.
8.马来西亚直销法,http://www.0106.net/fagui 1.asp?id=40.
9.韩国直销法,http://www.0106.net/faguil.asp?action=search&id=39.
10. Dyer, J. H.& Chu. W. J. The Determinants of Trust in Supplier-automaker Relationships in the U.S., Japan and Korea [J], Journal of International Business Studies,2000,31(2): 259-285.
11. Morgan& Hunt, D. G Preventing. The Death of Relationship Marketing [J], Harvard Business Review,1998,6:42-51.
12. Urban, G. L., Sultan, F. Placing trust at the center of your Internet strategy [J], Sloan Management Review,2002,25,39-48.
13.Woodside, A. G.& Jr., J. W. D. The Effect of Salesman Similarity and Expertise on Consumer Purchasing Behavior [J], Journal of Marketing Research,1974,6:198-202.
14. Swan, J. E., Trawick, I. F,&Silva, D. W. (1985). How industrial salespeople gain customer trust [J], Industrial Marketing Management,2001,14(8):203-211.
15.杨宜音.“自己人”：信任建构过程中的个案研究.社会学研究,1999,54(2)：38-51.
16.毕雪梅.顾客感知质量研究[J],华中农业大学学报(社会科学版),2004,147(3)：42-45.
17.岳红记,刘咏芳.论当前我国企业的信用危机[J], 经济师,2002(8)：16-17.
18.周磊.影响顾客对在线营销商信任的因素分析[J],上海经济研究,2005,255(7)：80-86.
19.许晓勇,吕建红,陈毅文.品牌形象的消费行为学研究[J],心理科学进展,2003(4)：464-468.
20.宝贡敏.国家社科基金项目“转型背景下的企业诚信与企业竞争优势关系研究”申请书(项目编号：03BJL025),2003.
21. Crosby, L.A, Evans, K.R.,&Cowles, D. (1990). Relationship quality in services selling an interpersonal influence perspective [J], Marketing,54:68-81.
22. Hawes 7. M., Mast, K. E.,&Swan, J. E. (1989). Trust earning perceptions of sellers and buyers [J], The Journal oJPersonal Selling & Sales Management,2001,9(1):1-8.
23.谢凤华.顾客信任前因、维度和结果的研究——基于电视机购买的理论与经验研究[D],博士学位论文,浙江大学,2005.
24.王霞,赵平.耐用消费品行业顾客满意对顾客忠诚的影响研究[J],北京工商大学学报(社会科学版),2003 6：41-44.
25.郑也夫,彭泗清等.中国社会中的信任[M],北京：中国城市出版社,2003.
26.许淑君,马士华.我国供应链企业间的信任危机分析[J],工业工程与管理,2000,6：5-8.
27.马永生.品牌经营研究—基于顾客价值的观点[D],上海财经大学博士学位论文,2002.
28.范秀成,陈英毅.体验营销：企业赢得顾客的新思维[J],经济管理,2002(22)：62-67.
29.戴颖,中国直销新势力[J],经贸世界,2006.
30.金玉芳,董大海.顾客信任影响因素实证研究——基于过程的观点[J],管理世界,20047：93-99.
31.庞川,薛华成.专业服务顾客信任的实证研究[J],商业研究,2004.
33. Andaleeb, S. S,& Anwar, S. F, Factors influencing customer trust in salespersons in a developing country [J], Journal of International Marketing,1996,4(4):35-52.
34. Swan, J. E, Bowers, M. R.,& Richardson, L. D. Customer trust in the salesperson:an integrative review and meta-analysis of the empirical literature [J], Journal of Business Research,1999,44:93-107.
35. Ganesan, S. Determinants of long-term orientation in buyer-seller relationships [J], Journal of Marketing,1994,58(4):1-19.
36.谢凤华,宝贡敏.企业诚信与竞争优势的关系研究——基于苏州等六地188家企业的实证调查[J],南开管理评论,2005,4：36-38.
37. Johnson, D.& Grayson, K. Cognitive and Affective Trust in Service Relationships [J], Journal of Business Research,2005,58:500-507.
38.何永祺.我国直销公司的当务之急——重塑行业形象[J],暨南学报,1997,6：1-19.
39. Anderson & Narus (1987).Developing buyer-seller relationships, [J], Journal of Marketing, 51(4):11-27.
40. Moorman, C, Deshpande, R,& Zaltman, (1993). Factors affecting trust in market research relationships [J], Journal ojMarketing,2000,57:81—101.
41. Moorman, C., Zaltman, Q&Deshpande, R. (1992). Relationships between providers and users of market research:the dynamics of trust within and between organizations [J], Journal ojMarketing Research,2004,29(3):314-328.
42. Hosmer, L. T. (1995). Trust:the connecting link between organizational theory and philosophical ethics [J], Academy of Management Review,2003,20:379-403.
43. Bendapudi & Berry (1997). Power and trust:critical factors in the adoption and use of electronic data interchange [J], Organization Science,2005,8(1):23-42.
44. SirdeshmukhSingh & Sabol. The inpact of initial consumer trust on intentions to transact with a web site:a tmst building model [J],Journal of Strategic Injor;wtion systems,2002, 11:297-323.
45. Chen, S. C,&Dhillon, G. S. (2003). Interpreting Dimensions of Consumer Trust in E-Commerce [J], Information Technology and Management,2003,4:303-318.
46. Siau, K,&Shen, Z. (2003) Building Customer Trust In Mobile Commerce [J], Cimmunicalions of the Acm,1998,46(4):91-94.
47. Corbitt, B. J, Thanasankit, T.&Y, H. (2003). Trust and e-commerce:a study of consumer perceptions. Electronic [J], Commerce Research and Applications,2000,2:203-215.
48. Koufaris, M.,&Hampton-Sosa, W. (2004). The development of initial trust in an online company by new customers [J], Information & Management,1999,41(3):377-397.
49. Jaivenpaa, SL., Tractinsky, N.&V tale., M. (2000). Consumer trust in an Internet store. Injanon [J], Technology and Management,2004,1:45-71.
50. Walczuch,R.,&Lundgren, H. (2004). Psychological antecedents of institution-based consumer trust in e-retailing [J], Information 8c Management,1997,42:159-177.
51. Kennedy, M. S,Ferrell, L. K.,& LeClair, D. T. Consumers' trust of salesperson and manufacturer [J], an empirical study. Journal of Business Research,2001,51:73-86.
52. Delgado-Ballester & Munuera-Alem (2000). Consumer trust in an Internet store. Injanon
[J], Technology and Management,2001,1:45-71.
53.吕洪良,保健品的顾客信任前因和结果分析[M],2006.
54.庞佳丰,我国手机市场顾客价值影响因素实证研究[M],2006
55. Churchill, Gilbert A., Jr., A Paradigm For Developing Better Measures of Marketing Constructs [J], Journal of Marketing Research, Feb,1979,16:64-73.
56. Schoenbachler & Gordon. An Updated Paradigm For Scale Development Incorporating Unidimensionality and Its Assessment [J], Journal of Marketing Research,2002,5: 186-92.
57. Peter, J. P., Reliability:A Review of Psychometric Basics and Recent Marketing Practices [J], Journal of Marketing Research, Feb,1979,16:6-17.
58. Ganesan, S. (1994). Determinants of long-term orientation in buyer-seller relationships [J], Journal of Marketing,1996,58(4):1-19.
59.侯杰泰,温忠麟,成子娟.结构方程模型及其应用[M].北京：教育科学出版社,2005.
60.高海霞.消费者的感知风险及减少风险行为研究[D].博士学位论文,浙江大学,2003.
61.Joreskog, Sorbom. International, Inc, User's Reference Guide. Lincolnwood:[J], Scientific Software,1989,1-9.