保健品的顾客信任前因和结果分析
|
摘要
我国保健品行业兴起于20世纪80年代,20多年来保健品行业迅速发展。整个行业的销售额从1984年的20亿上升到2000年的500亿,预计2010年销售额将达到1000亿元,全国保健品生产企业也由最初的不到100家增至3000多家。但是回顾这20多年的发展历程,我们惊奇的发现,保健品企业发展很快倒闭也很快,没有一个保健品企业能够在这个市场上长久不衰。造成这种现象的一个重要原因是保健品企业没有真正理解顾客信任,他们没有认识到建立顾客信任的重要性,也不知道应该如何建立顾客信任,哪些因素会影响顾客信任。本研究从顾客的角度来探索顾客信任的前因及其结果,为保健品生产企业的诚信建设提供一些理论指导。
通过顾客访谈和问卷调查,本研究得出以下结论:
1、目前我国的保健品市场按顾客的购买目的来划分大体可以分为两个细分市场:服用市场和礼品市场。礼品市场是一个新兴的市场,但发展迅速,而且发展潜力巨大。不同细分市场的顾客对保健品企业信任的感知既有共同之处,也存在许多差异。
2、顾客个体差异会影响顾客对保健品企业信任的感知:顾客在性别、年龄、教育水平、收入水平及职业上的差异会影响顾客对保健品企业信任的感知。这些差异为保健品企业市场细分、市场定位及目标市场的选择提供了理论依据。
3、保健品品牌、顾客对促销员的信任、顾客对过去购买结果的满意以及保健品企业声誉对于顾客对保健品企业信任有显著的影响,并通过顾客对保健品企业信任对顾客重购意愿和推荐意愿产生间接影响。
4、顾客对保健品企业的信任不仅会影响顾客未来的重购意愿,而且会影响顾客的推荐意愿。如果顾客信任保健品企业及其生产的产品,那么顾客会向其周围的人们讲述自己的购买经历并向他们推荐自己所购买的保健品。
5、保健品感知质量、保健品广告和促销对于顾客对保健品企业信任的影响并不显著。这虽与作者的原假设不符,却使我们对保健品购买有更加深入的认识,作者对此进行了详细的解释和分析。
根据以上的研究结论,作者对保健品企业应该如何建立顾客信任提出了一些具体的意见和建议,希望能够在一定程度上推动保健品行业的健康发展。
Flourishing as of 1980s, the health-product industry of China witnessed the ensuing twenty years of rapid development, with its gross turnover soaring from 2 billions in 1984 to 50 billions in 2000, while the number of which is expected to hit 100 billions in 2010. Meanwhile, the number of enterprises in this sector increased from 100 to over 3000~1. In retrospect, it is amazing that enterprises in this sector can sink as rapidly as they were booming, none of which can survive long enough in this market. One of the important reasons for this phenomenon lies in that health-product enterprises fail to pay attention to the concept of customer trust, to realize the importance of establishing customer trust and thus fail to establish one without any knowledge of the factors influencing customer trust. From customers' perspective, this research explores the antecedents and consequences of customer trust and offers theoretical guidance for establishing customer trust for health-care enterprises.The research has reached the following conclusions by employing customer interviewing and questionnaires.1. According to different aims of purchase, the health-product market of China can be categorized into two market segments, namely consuming market and gifting market. An emerging market as it is, the gifting market prospers with great potential. Concurrence and difference coexist in the perceived trust of health-care enterprises by customers from the two different market segments.2. Individual distinctions of customers can affect the perceived trust, such as gender, age, educational level, income level and different professions, which serve as theoretical foundation for enterprises in processes of market segmentation, orientation and target market selection.3. Brand, trust to salesclerks, satisfaction from prior purchasing, and reputation of health-care enterprises have significant influence on perceived trust, and thus indirectly influence customers' willingness of re-purchase and recommendation.4. The trust of health-care product enterprises can influence both the willingness of re-purchase and recommendation. If customers trust the enterprise and its products, they will recount their purchase experiences to those around them and give recommendations.5. The perceived quality of health-care products, advertisement and promotion nevertheless do not have significant influence on the perceived trust, which goes
against the author's initial hypothesis. The author sheds detailed explanation and analyses on this deviation, enhancing the understanding of health-care product.Based on these research results, the author sets forth several suggestions on the establishment of customer trust in the hope of facilitating a more favorable development of the health-care product industry.
通过顾客访谈和问卷调查,本研究得出以下结论:
1、目前我国的保健品市场按顾客的购买目的来划分大体可以分为两个细分市场:服用市场和礼品市场。礼品市场是一个新兴的市场,但发展迅速,而且发展潜力巨大。不同细分市场的顾客对保健品企业信任的感知既有共同之处,也存在许多差异。
2、顾客个体差异会影响顾客对保健品企业信任的感知:顾客在性别、年龄、教育水平、收入水平及职业上的差异会影响顾客对保健品企业信任的感知。这些差异为保健品企业市场细分、市场定位及目标市场的选择提供了理论依据。
3、保健品品牌、顾客对促销员的信任、顾客对过去购买结果的满意以及保健品企业声誉对于顾客对保健品企业信任有显著的影响,并通过顾客对保健品企业信任对顾客重购意愿和推荐意愿产生间接影响。
4、顾客对保健品企业的信任不仅会影响顾客未来的重购意愿,而且会影响顾客的推荐意愿。如果顾客信任保健品企业及其生产的产品,那么顾客会向其周围的人们讲述自己的购买经历并向他们推荐自己所购买的保健品。
5、保健品感知质量、保健品广告和促销对于顾客对保健品企业信任的影响并不显著。这虽与作者的原假设不符,却使我们对保健品购买有更加深入的认识,作者对此进行了详细的解释和分析。
根据以上的研究结论,作者对保健品企业应该如何建立顾客信任提出了一些具体的意见和建议,希望能够在一定程度上推动保健品行业的健康发展。
Flourishing as of 1980s, the health-product industry of China witnessed the ensuing twenty years of rapid development, with its gross turnover soaring from 2 billions in 1984 to 50 billions in 2000, while the number of which is expected to hit 100 billions in 2010. Meanwhile, the number of enterprises in this sector increased from 100 to over 3000~1. In retrospect, it is amazing that enterprises in this sector can sink as rapidly as they were booming, none of which can survive long enough in this market. One of the important reasons for this phenomenon lies in that health-product enterprises fail to pay attention to the concept of customer trust, to realize the importance of establishing customer trust and thus fail to establish one without any knowledge of the factors influencing customer trust. From customers' perspective, this research explores the antecedents and consequences of customer trust and offers theoretical guidance for establishing customer trust for health-care enterprises.The research has reached the following conclusions by employing customer interviewing and questionnaires.1. According to different aims of purchase, the health-product market of China can be categorized into two market segments, namely consuming market and gifting market. An emerging market as it is, the gifting market prospers with great potential. Concurrence and difference coexist in the perceived trust of health-care enterprises by customers from the two different market segments.2. Individual distinctions of customers can affect the perceived trust, such as gender, age, educational level, income level and different professions, which serve as theoretical foundation for enterprises in processes of market segmentation, orientation and target market selection.3. Brand, trust to salesclerks, satisfaction from prior purchasing, and reputation of health-care enterprises have significant influence on perceived trust, and thus indirectly influence customers' willingness of re-purchase and recommendation.4. The trust of health-care product enterprises can influence both the willingness of re-purchase and recommendation. If customers trust the enterprise and its products, they will recount their purchase experiences to those around them and give recommendations.5. The perceived quality of health-care products, advertisement and promotion nevertheless do not have significant influence on the perceived trust, which goes
against the author's initial hypothesis. The author sheds detailed explanation and analyses on this deviation, enhancing the understanding of health-care product.Based on these research results, the author sets forth several suggestions on the establishment of customer trust in the hope of facilitating a more favorable development of the health-care product industry.
引文
[1] Andaleeb, S. S. & Anwar, S. E Factors Influencing Customer Trust in Salespersons in a Developing Country[J]. Journal of International Marketing, 1996, 4(4): 35-52
[2] Anderson, J. C. & Narus, J. A. A Model of Distributor Firm and Manufacturer Firm Working Partnerships[J]. Journal of Marketing, 1990, 54:42-58
[3] Barney, J. B. & Hansen, M. H. Trustworthiness as A Source of Competitive Advantage[J]. Strategic Management Journal, 1994, 15:175-190
[4] Batra, R. & Ray, M. L. Affective Responses Mediating Acceptance of Advertising[J]. Journal of Consumer Research, 1986, 13(September): 234-249
[5] Bendapudi, N. & Berry, L. L. Customers' Motivations for Maintaining Relationships With Service Providers[J]. Journal of Retailing, 1997, 73(1): 15-37
[6] Brown, S. P. & Stayman, D. M. Antecedents and Consequences of Attitude Toward the Ad: A Meta-Analysis[J]. Journal of Consumer Research, 1992, 19:34-51
[7] Buttle, E A. Word of Mouth: Understanding and Managing Referral Marketing[J]. Journal of Strategic Marketing, 1998, 6:241-254
[8] Calder, B. J. & Strenthal, B. Television Commercial Wearout: An Information Processing View[J]. Journal of Marketing Research, 1980, 17(May): 173-186
[9] Castro, G. M. D., Saez, P. L. & Lopez, J. E. N. The Role of Corporate Reputation in Developing Relational Capital[J]. Journal of Intellectual Capital, 2004, 5(4): 575-585
[10] Chandon, P., Wansink, B. & Laurent, G. A Benefit Congruency Framework of Sales Promotion Effectiveness[J]. Joumal of Marketing, 2000, 64(October): 65-81
[11] Chiles, T. H., Mcmackin, J. F. Integrating Variable Risk Preference, Trust, and Transaction Cost Economics[J]. Academy of Management Review, 1996, 21: 73-99
[12] Christy, R., Oliver, G. & Penn, J. Relationship Marketing in Consumer Markets[J]. Journal of Marketing Management, 1996, 12:175-187
[13] Crosby, L. A., Evans, K. R. & Cowles, D. Relationship Quality in Services Selling: An Interpersonal Influence Perspective[J]. Journal of Marketing, 1990, 54:68-81
[14] Deutsch, M. Trust and Suspicion[J]. Journal of Conflict Resolution, 1958, 2: 265-279
[15] 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
[16] Droge, C. Shaping the Route to Attitude Change: Central Versus Peripheral Processing Though Comparative Versus Non-comparative Advertising[J]. Journal of Marketing Research, 1989, 59(April): 193-204
[17] Dwyer, E R., Schurr, P. H. & Oh, S. Developing Buyer-Seller Relationships[J]. Journal of Marketing, 1987, 51(2): 11-27
[18] 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
[19] Fournier, S., Dobscha, S. & Mick, D. G. Preventing The Death of Relationship Marketing[J]. Harvard Business Review (January-February 1998): 42-51
[20] Ganesan, S. Determinants of Long-term Orientation in Buyer-Seller Realtionships[J]. Journal of Marketing, 1994, 58:1-19
[21] Garbarino, E. & Johnson, M. The Different Roles of Satisfaction, Trust, and Commitment in Customer Relationships[J]. Journal of Marketing, 1999, 63: 70-87
[22] Gronroos, C. The Marketing Strategy Continuum: A Marketing Concept for the 1990s[J]. Management Decision, 1991, 29:7-13
[23] Guenzi, P. Sales Force Activities and Customer Trust[J]. Journal of Marketing Management, 2002, 18:749-778
[24] Haley, R. I. & Baldinger, A. L. The ARF Copy Research Validity Project[J]. Journal of Advertising Research, 1991, 31(April / May): 11-32
[25] Hart, C. W. & Johnson, M. D. A Framework for Developing Trust Relationships[J]. Marketing Management, 1999, 1:20-22
[26] Hartline, M. D. & Jones, K. C. Employee Performance Cues in a Hotel Service Environment: Influence on Perceived Service Quality, Value, and Word-of-Mouth Intentions[J]. Journal of Business Research, 1996, 35:207-215
[27] Hawes, J. M., Mast, K. E. & Swan, J. E. Trust Earning Perceptions of Sellers and Buyers[J]. Journal of Personal & Sales Management, 1989, 4:1-8
[28] Homer, P. M. The Mediating Role of Attitude Toward the Ad: Some Additional Evidence[J]. Journal of Marketing Research, 1990, 27:78-86
[29] Hosmer, L. T. Trust: The Connecting Link Between Organizational Theory and Philosophical Ethics[J]. Academy of Management Review, 1995, 20(2): 379-403
[30] Johnson, D. & Grayson, K. Cognitive and Affective Trust in Service Relationships[J]. Journal of Business Research, 2005, 58:500-507
[31] Jones, G. R. & George, J. M. The Experience and Evolution of Trust: Implications for Cooperation and Teamwork[J]. Academy of Management Review, 1998, 23(3): 531-546
[32] Kennedy, M. S., Ferrell, L. K. & Leclair, D. T. Consumers' Trust of Salesperson and Manufacturer: An Empirical Study[J]. Journal of Business Research, 2001, 51:73-86
[33] Lattin, J. M., Carroll, J. D. & Green, E G. Analyzing Multivariate Data[M]. Bei Jing: China Machine Press, 2003:127-170
[34] Lewis, J. D. & Weigert, A. Trust as a Social Reality[J]. Social Forces, 1985, 63(4): 967-985
[35] Maccrimmon, K. R. & Wehrung, D. A. Taking risks: The management of uncertainty[M]. New York: Free Press, 1986:265
[36] Macintosh, G. & Lockshin, L. S. Retail Relationships and Store Loyalty: A Multi-Level Perspective[J]. International Journal of Research in Marketing, 1997, 14:487-497
[37] Mackenzie, S. B. & Lutz, R. J. An Empirical Examination of the Structural Antecedents of Attitude Toward the Ad in an Advertising Pretest Context[J]. Journal of Marketing, 1989, 53(April): 48-65
[38] Mark, B. Dutta, S. & Jr, D. C. W. Agency Relationships in Marketing: A Review of the Implications and Applications of Agency and Related Theories[J]. Journal of Marketing, 1992, 56(July): 1-24
[39] Mayer, R. C., Davis, J. H. & Schoorman, F. D. An Integrative Model of Organizational Trust[J]. Academy of Management Review, 1995, 20(3): 709-734
[40] Mcallister, D. J. Affect- and Cognition-based Trust as Foundations for Interpersonal Cooperation in Organizations[J]. Academy of Management Journal, 1995, 38(1): 24-59
[41] Mcknight, D. H., Choudhury, V. & Kacmar, C. The Impact of Initial Consumer Trust on Intentions to Transact with a Web Site: A Trust Building Model[J]. Journal of Strategic Information Systems, 2002, 11:297-323
[42] Mela, C. E, Gupta, S. & Lehmann, D. R. The Long-Term Impact of Promotion and Advertising on Consumer Brand Choice[J]. Journal of Marketing Research, 1997, 34:248-261
[43] Miyamoto, T. & Rexha, N. Determinants of Three Facets of Customer Trust A Marketing Model of Japanese Buyer-Supplier Relationship[J]. Journal of Business Research, 2004, 57:312-319
[44] Moorman, C., Deshpande, R. & Zaltman, G. Factors Affecting Trust in Market Research Relationships[J]. Journal of Marketing, 1993, 57:81-101
[45] Morgan, R. M. & Hunt, S. D. The Commitment-Trust Theory of Relationship Marketing[J]. Journal of Marketing, 1994, 58(3): 20-38
[46] Peterson, R. Personal Selling: An Introduction[M], Santa Barbara, Wiley/ Hamilton, 1978:142-144
[47] Ranaweera, C. & Prabhu, J. On the Relative Importance of Customer Satisfaction and Trust as Determinants of Customer Retention and Positive Word of Mouth[J]. Journal of Targeting, Measurement and Analysis for Marketing, 2003, 12(1): 82-90
[48] Rao, U. H. & Burnkrant, R. E. Effects of Repeating Varied Ad Executions on Brand Name Memory[J]. Journal of Marketing Research, 1991, 28(November): 406-416
[49] Reichheld, F. F. & Schefter, P. E-Loyalty, Your Secret Weapon on the Web[J]. Harvard Business Review, (July-August 2000): 105-113
[50] Reynolds, K. E. & Beatty, S. E. Customer Benefits and Company Consequents of Customer-Salesperson Relationships in Retailing[J]. Journal of Retailing, 1999, 75(1): 11-32
[51] Rousseau, D. M., Sitkin, S. B. & Burt, R. S. et al. Not So Different After All: A Cross-Discipline View of Trust[J]. Academy of Management Review, 1998, 23: 393-404
[52] Ruyter, K. D., Moorman, L. & Lemmink, L. Antecedents of Commitment and Trust in Customer-Supplier Relationships in High Technology Markets[J]. Industrial Marketing Management, 2001, 30:271-286
[52] Schurr, P. H. & Ozanne, J. L. Influences on Exchange Processes: Buyers' Preconceptions of a Seller's Trustworthiness and Bargaining Toughness[J]. Journal of Consumer Research, 1985, 11:939-953
[53] Sheth, J. N. & Parvatiyar, A. The Evolution of Relationship Marketing[J]. International Business Review, 1995, 4(4): 397-418
[54] Sirdeshmukh, D. S., Singh, J. & Sabol, B. Consumer Trust, Value, and Loyalty in Relational Exchanges[J]. Journal of Marketing, 2002, 66:15-37
[55] Smith, R. E. Integrating Information from Advertising and Trial: Processes and Effects on Consumer Response to Product Information[J]. Journal of Marketing Research, 1993, 30(May): 204-219
[56] Sundaram, D. S., Mitra, K. & Webster, C. Word-of-Mouth Communications: A Motivational Analysis[J]: Advances in Consumer Research, 1998, 25:527-531
[57] Swan, J. E. & Nolan, J. J. Gaining Customer Trust: A Conceptual Guide for the Salesperson[J]. Journal of Personal Selling & Sales Management, 1985, 11: 39-48
[58] 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
[59] Swan, J. E., Jr, I. F. T. & Rind, D. R. et al. Measuring Dimensions of Purchaser Trust of Industrial Salespeople[J]. Journal of Personal Selling & Sales Management, 1988, 8:1-9
[60] Swan, J. E., Jr, I. F. T. & Silva, D. W. How Industrial Salespeople Gain Customer Trust[J]. Industrial Marketing Management, 1985, 14:203-211
[61] Urban, G. L., Sultan, F. & Quails, W. J. Placing Trust at the Center of Your Internet Strategy[J]. Sloan Management Review, 2000, 3:39-48
[62] Vakratsas, D. & Ambler, T. How Advertising Works: What Do We Really Know?[J]. Journal of Marketing, 1999, 63:26-43
[63] 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
[64] Zajonc, R. B. & Markus, H. Affective and Cognitive Factors in Preferences[J]. Journal of Consumer Research, 9:123-131
[65] Zeithaml, V. A. Consumer Perceptions of Price, Quality, Ana Value: A Means-End Model and Synthesis of Evidence[J]. Journal of Marketing, 1988, 52:2-22
[66] Zielske, H. The Remembering and Forgetting of Advertising[J]. Journal of Marketing Research, 1959, 23(January): 239-243
[67] Zielske, H. & Henry, W. Remembering and Forgetting Television Advertisements[J]. Journal of Advertising Research, 1980, 20(April/May): 7-13
[68] 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(3):42-45
[69] 程凯.企业合作关系中的信任问题分析[J].中州学刊,2001(2):21-24
[70] 董钊,曹锟生,杜捷.保健品行业呼唤诚信[J].市场周刊·财经论坛,2004(9):43-44
[71] 菲利普·科特勒著,梅汝和,梅清豪和张桁译.营销管理——分析、计划、执行和控制[M].上海:上海人民出版社,1999
[72] 菲利普·科特勒著,梅汝和,梅清豪,周安柱译.营销管理(新千年版.第10版)[M].北京:中国人民大学出版社,2003
[73] 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
[74] 龚勋,李亮.透视中国保健品市场[J].西昌农业高等专科学校学报,2004(12):46-49
[75] 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,2004:1-233
[76] 黄孝武.企业间信任问题理论述评[J].经济学动态,2002(10):59-63
[77] 金玉芳,董大海.消费者信任影响因素实证研究——基于过程的观点[J].管理世界,2004(7):93-99
[78] 梁毅,朱瑶瑾,邓小静.保健品消费特点与问题分析及对策的研究[J].消费经济,2000(5):17-21
[79] 李方林,李新荣,庄琳.关于保健品产业发展情况的调查报告[J].中国药业,2005,14(5):11-12
[80] 马庆国.管理统计[M].北京:科学出版社,2002:182-335
[81] 彭泗清.关系与信任:中国人人际信任的一项本土研究[A].郑也夫,彭泗清等著.中国社会中的信任[C].北京:中国城市出版社,2003:1-12
[82] 荣泰生.企业研究方法[M].北京:中国税务出版社,2005:145-148
[83] 王云亮.广告,玩转你手中的魔方——对保健品企业现代营销策略中广告效应的分析[J].沿海企业与科技,2003(5):70-71
[84] 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
[85] 谢凤华.消费者信任前因、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
[86] 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
[87] 徐霆.保健品的食品性、药品性、礼品性及其市场细分[J].时代经贸.2004(21):118-117
[88] 岳瑨,田海平.信任研究的学术理路——对信任研究的基于路径的考查[J].南京社会科学,2004(6):19-24
[89] 杨锋.保健品,掀起你的盖头来[J].家庭医学,2005(8):4-5
[90] 周明建.组织、主管支持,员工情感承诺与工作产出——基于员工“利益交换观”与“利益共同体观”的比较研究[D].博士学位论文,浙江大学,2005
[91] 周磊.影响消费者对在线营销商信任的因素分析[J].上海经济研究,2005(7):80-86
[92] 朱建征,高雯,贾伟等.保健品的市场营销策略[J].中国药业,2004,13(5):12-13
[2] Anderson, J. C. & Narus, J. A. A Model of Distributor Firm and Manufacturer Firm Working Partnerships[J]. Journal of Marketing, 1990, 54:42-58
[3] Barney, J. B. & Hansen, M. H. Trustworthiness as A Source of Competitive Advantage[J]. Strategic Management Journal, 1994, 15:175-190
[4] Batra, R. & Ray, M. L. Affective Responses Mediating Acceptance of Advertising[J]. Journal of Consumer Research, 1986, 13(September): 234-249
[5] Bendapudi, N. & Berry, L. L. Customers' Motivations for Maintaining Relationships With Service Providers[J]. Journal of Retailing, 1997, 73(1): 15-37
[6] Brown, S. P. & Stayman, D. M. Antecedents and Consequences of Attitude Toward the Ad: A Meta-Analysis[J]. Journal of Consumer Research, 1992, 19:34-51
[7] Buttle, E A. Word of Mouth: Understanding and Managing Referral Marketing[J]. Journal of Strategic Marketing, 1998, 6:241-254
[8] Calder, B. J. & Strenthal, B. Television Commercial Wearout: An Information Processing View[J]. Journal of Marketing Research, 1980, 17(May): 173-186
[9] Castro, G. M. D., Saez, P. L. & Lopez, J. E. N. The Role of Corporate Reputation in Developing Relational Capital[J]. Journal of Intellectual Capital, 2004, 5(4): 575-585
[10] Chandon, P., Wansink, B. & Laurent, G. A Benefit Congruency Framework of Sales Promotion Effectiveness[J]. Joumal of Marketing, 2000, 64(October): 65-81
[11] Chiles, T. H., Mcmackin, J. F. Integrating Variable Risk Preference, Trust, and Transaction Cost Economics[J]. Academy of Management Review, 1996, 21: 73-99
[12] Christy, R., Oliver, G. & Penn, J. Relationship Marketing in Consumer Markets[J]. Journal of Marketing Management, 1996, 12:175-187
[13] Crosby, L. A., Evans, K. R. & Cowles, D. Relationship Quality in Services Selling: An Interpersonal Influence Perspective[J]. Journal of Marketing, 1990, 54:68-81
[14] Deutsch, M. Trust and Suspicion[J]. Journal of Conflict Resolution, 1958, 2: 265-279
[15] 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
[16] Droge, C. Shaping the Route to Attitude Change: Central Versus Peripheral Processing Though Comparative Versus Non-comparative Advertising[J]. Journal of Marketing Research, 1989, 59(April): 193-204
[17] Dwyer, E R., Schurr, P. H. & Oh, S. Developing Buyer-Seller Relationships[J]. Journal of Marketing, 1987, 51(2): 11-27
[18] 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
[19] Fournier, S., Dobscha, S. & Mick, D. G. Preventing The Death of Relationship Marketing[J]. Harvard Business Review (January-February 1998): 42-51
[20] Ganesan, S. Determinants of Long-term Orientation in Buyer-Seller Realtionships[J]. Journal of Marketing, 1994, 58:1-19
[21] Garbarino, E. & Johnson, M. The Different Roles of Satisfaction, Trust, and Commitment in Customer Relationships[J]. Journal of Marketing, 1999, 63: 70-87
[22] Gronroos, C. The Marketing Strategy Continuum: A Marketing Concept for the 1990s[J]. Management Decision, 1991, 29:7-13
[23] Guenzi, P. Sales Force Activities and Customer Trust[J]. Journal of Marketing Management, 2002, 18:749-778
[24] Haley, R. I. & Baldinger, A. L. The ARF Copy Research Validity Project[J]. Journal of Advertising Research, 1991, 31(April / May): 11-32
[25] Hart, C. W. & Johnson, M. D. A Framework for Developing Trust Relationships[J]. Marketing Management, 1999, 1:20-22
[26] Hartline, M. D. & Jones, K. C. Employee Performance Cues in a Hotel Service Environment: Influence on Perceived Service Quality, Value, and Word-of-Mouth Intentions[J]. Journal of Business Research, 1996, 35:207-215
[27] Hawes, J. M., Mast, K. E. & Swan, J. E. Trust Earning Perceptions of Sellers and Buyers[J]. Journal of Personal & Sales Management, 1989, 4:1-8
[28] Homer, P. M. The Mediating Role of Attitude Toward the Ad: Some Additional Evidence[J]. Journal of Marketing Research, 1990, 27:78-86
[29] Hosmer, L. T. Trust: The Connecting Link Between Organizational Theory and Philosophical Ethics[J]. Academy of Management Review, 1995, 20(2): 379-403
[30] Johnson, D. & Grayson, K. Cognitive and Affective Trust in Service Relationships[J]. Journal of Business Research, 2005, 58:500-507
[31] Jones, G. R. & George, J. M. The Experience and Evolution of Trust: Implications for Cooperation and Teamwork[J]. Academy of Management Review, 1998, 23(3): 531-546
[32] Kennedy, M. S., Ferrell, L. K. & Leclair, D. T. Consumers' Trust of Salesperson and Manufacturer: An Empirical Study[J]. Journal of Business Research, 2001, 51:73-86
[33] Lattin, J. M., Carroll, J. D. & Green, E G. Analyzing Multivariate Data[M]. Bei Jing: China Machine Press, 2003:127-170
[34] Lewis, J. D. & Weigert, A. Trust as a Social Reality[J]. Social Forces, 1985, 63(4): 967-985
[35] Maccrimmon, K. R. & Wehrung, D. A. Taking risks: The management of uncertainty[M]. New York: Free Press, 1986:265
[36] Macintosh, G. & Lockshin, L. S. Retail Relationships and Store Loyalty: A Multi-Level Perspective[J]. International Journal of Research in Marketing, 1997, 14:487-497
[37] Mackenzie, S. B. & Lutz, R. J. An Empirical Examination of the Structural Antecedents of Attitude Toward the Ad in an Advertising Pretest Context[J]. Journal of Marketing, 1989, 53(April): 48-65
[38] Mark, B. Dutta, S. & Jr, D. C. W. Agency Relationships in Marketing: A Review of the Implications and Applications of Agency and Related Theories[J]. Journal of Marketing, 1992, 56(July): 1-24
[39] Mayer, R. C., Davis, J. H. & Schoorman, F. D. An Integrative Model of Organizational Trust[J]. Academy of Management Review, 1995, 20(3): 709-734
[40] Mcallister, D. J. Affect- and Cognition-based Trust as Foundations for Interpersonal Cooperation in Organizations[J]. Academy of Management Journal, 1995, 38(1): 24-59
[41] Mcknight, D. H., Choudhury, V. & Kacmar, C. The Impact of Initial Consumer Trust on Intentions to Transact with a Web Site: A Trust Building Model[J]. Journal of Strategic Information Systems, 2002, 11:297-323
[42] Mela, C. E, Gupta, S. & Lehmann, D. R. The Long-Term Impact of Promotion and Advertising on Consumer Brand Choice[J]. Journal of Marketing Research, 1997, 34:248-261
[43] Miyamoto, T. & Rexha, N. Determinants of Three Facets of Customer Trust A Marketing Model of Japanese Buyer-Supplier Relationship[J]. Journal of Business Research, 2004, 57:312-319
[44] Moorman, C., Deshpande, R. & Zaltman, G. Factors Affecting Trust in Market Research Relationships[J]. Journal of Marketing, 1993, 57:81-101
[45] Morgan, R. M. & Hunt, S. D. The Commitment-Trust Theory of Relationship Marketing[J]. Journal of Marketing, 1994, 58(3): 20-38
[46] Peterson, R. Personal Selling: An Introduction[M], Santa Barbara, Wiley/ Hamilton, 1978:142-144
[47] Ranaweera, C. & Prabhu, J. On the Relative Importance of Customer Satisfaction and Trust as Determinants of Customer Retention and Positive Word of Mouth[J]. Journal of Targeting, Measurement and Analysis for Marketing, 2003, 12(1): 82-90
[48] Rao, U. H. & Burnkrant, R. E. Effects of Repeating Varied Ad Executions on Brand Name Memory[J]. Journal of Marketing Research, 1991, 28(November): 406-416
[49] Reichheld, F. F. & Schefter, P. E-Loyalty, Your Secret Weapon on the Web[J]. Harvard Business Review, (July-August 2000): 105-113
[50] Reynolds, K. E. & Beatty, S. E. Customer Benefits and Company Consequents of Customer-Salesperson Relationships in Retailing[J]. Journal of Retailing, 1999, 75(1): 11-32
[51] Rousseau, D. M., Sitkin, S. B. & Burt, R. S. et al. Not So Different After All: A Cross-Discipline View of Trust[J]. Academy of Management Review, 1998, 23: 393-404
[52] Ruyter, K. D., Moorman, L. & Lemmink, L. Antecedents of Commitment and Trust in Customer-Supplier Relationships in High Technology Markets[J]. Industrial Marketing Management, 2001, 30:271-286
[52] Schurr, P. H. & Ozanne, J. L. Influences on Exchange Processes: Buyers' Preconceptions of a Seller's Trustworthiness and Bargaining Toughness[J]. Journal of Consumer Research, 1985, 11:939-953
[53] Sheth, J. N. & Parvatiyar, A. The Evolution of Relationship Marketing[J]. International Business Review, 1995, 4(4): 397-418
[54] Sirdeshmukh, D. S., Singh, J. & Sabol, B. Consumer Trust, Value, and Loyalty in Relational Exchanges[J]. Journal of Marketing, 2002, 66:15-37
[55] Smith, R. E. Integrating Information from Advertising and Trial: Processes and Effects on Consumer Response to Product Information[J]. Journal of Marketing Research, 1993, 30(May): 204-219
[56] Sundaram, D. S., Mitra, K. & Webster, C. Word-of-Mouth Communications: A Motivational Analysis[J]: Advances in Consumer Research, 1998, 25:527-531
[57] Swan, J. E. & Nolan, J. J. Gaining Customer Trust: A Conceptual Guide for the Salesperson[J]. Journal of Personal Selling & Sales Management, 1985, 11: 39-48
[58] 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
[59] Swan, J. E., Jr, I. F. T. & Rind, D. R. et al. Measuring Dimensions of Purchaser Trust of Industrial Salespeople[J]. Journal of Personal Selling & Sales Management, 1988, 8:1-9
[60] Swan, J. E., Jr, I. F. T. & Silva, D. W. How Industrial Salespeople Gain Customer Trust[J]. Industrial Marketing Management, 1985, 14:203-211
[61] Urban, G. L., Sultan, F. & Quails, W. J. Placing Trust at the Center of Your Internet Strategy[J]. Sloan Management Review, 2000, 3:39-48
[62] Vakratsas, D. & Ambler, T. How Advertising Works: What Do We Really Know?[J]. Journal of Marketing, 1999, 63:26-43
[63] 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
[64] Zajonc, R. B. & Markus, H. Affective and Cognitive Factors in Preferences[J]. Journal of Consumer Research, 9:123-131
[65] Zeithaml, V. A. Consumer Perceptions of Price, Quality, Ana Value: A Means-End Model and Synthesis of Evidence[J]. Journal of Marketing, 1988, 52:2-22
[66] Zielske, H. The Remembering and Forgetting of Advertising[J]. Journal of Marketing Research, 1959, 23(January): 239-243
[67] Zielske, H. & Henry, W. Remembering and Forgetting Television Advertisements[J]. Journal of Advertising Research, 1980, 20(April/May): 7-13
[68] 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(3):42-45
[69] 程凯.企业合作关系中的信任问题分析[J].中州学刊,2001(2):21-24
[70] 董钊,曹锟生,杜捷.保健品行业呼唤诚信[J].市场周刊·财经论坛,2004(9):43-44
[71] 菲利普·科特勒著,梅汝和,梅清豪和张桁译.营销管理——分析、计划、执行和控制[M].上海:上海人民出版社,1999
[72] 菲利普·科特勒著,梅汝和,梅清豪,周安柱译.营销管理(新千年版.第10版)[M].北京:中国人民大学出版社,2003
[73] 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
[74] 龚勋,李亮.透视中国保健品市场[J].西昌农业高等专科学校学报,2004(12):46-49
[75] 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,2004:1-233
[76] 黄孝武.企业间信任问题理论述评[J].经济学动态,2002(10):59-63
[77] 金玉芳,董大海.消费者信任影响因素实证研究——基于过程的观点[J].管理世界,2004(7):93-99
[78] 梁毅,朱瑶瑾,邓小静.保健品消费特点与问题分析及对策的研究[J].消费经济,2000(5):17-21
[79] 李方林,李新荣,庄琳.关于保健品产业发展情况的调查报告[J].中国药业,2005,14(5):11-12
[80] 马庆国.管理统计[M].北京:科学出版社,2002:182-335
[81] 彭泗清.关系与信任:中国人人际信任的一项本土研究[A].郑也夫,彭泗清等著.中国社会中的信任[C].北京:中国城市出版社,2003:1-12
[82] 荣泰生.企业研究方法[M].北京:中国税务出版社,2005:145-148
[83] 王云亮.广告,玩转你手中的魔方——对保健品企业现代营销策略中广告效应的分析[J].沿海企业与科技,2003(5):70-71
[84] 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
[85] 谢凤华.消费者信任前因、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
[86] 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
[87] 徐霆.保健品的食品性、药品性、礼品性及其市场细分[J].时代经贸.2004(21):118-117
[88] 岳瑨,田海平.信任研究的学术理路——对信任研究的基于路径的考查[J].南京社会科学,2004(6):19-24
[89] 杨锋.保健品,掀起你的盖头来[J].家庭医学,2005(8):4-5
[90] 周明建.组织、主管支持,员工情感承诺与工作产出——基于员工“利益交换观”与“利益共同体观”的比较研究[D].博士学位论文,浙江大学,2005
[91] 周磊.影响消费者对在线营销商信任的因素分析[J].上海经济研究,2005(7):80-86
[92] 朱建征,高雯,贾伟等.保健品的市场营销策略[J].中国药业,2004,13(5):12-13