友善和正直 : 何時對品牌信任更重要? ─ 影響友善和正直與品牌信任關係的調節變量研究

The Contingent Effects of Benevolence and Integrity on Brand Trust

Research output: Journal Publications and Reviews (RGC: 21, 22, 62)21_Publication in refereed journalNot applicablepeer-review

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Original languageChinese (Traditional)
Pages (from-to)15 - 35
Journal / Publication營銷科學學報
Volume第四卷
Issue number第一辑
Publication statusPublished - 2008

Abstract

現有文獻大量檢驗了可信性因素對品牌信任的正向影響作用,但鮮有學者研究影響可信性因素與信任關係的調節變量。與能力不同,友善和正直是兩種基於動機和主觀感知的可信性因素,它們對品牌信任的影響作用往往會根據消費者主觀推斷而發生變化。我們識別了可能影響消費者使用可信性信息進行主觀推斷來形成信任的三種條件,發現消費者的信任傾向、獲取品牌信息的不同來源以及品牌關係持續時間加強或弱化了友善(或正直)與品牌信任的正向關係。
The effects on brand trust by perceived benevolence and integrity have been well documented in the marketing literature. However, few efforts have been made to examine how those effects may vary with consumer characteristics and nature of consumer-brand relationship. The present research examines the moderating role of consumers' propensity to trust,their use of information source, and the length of their relationship with the brand. Based on data collected through a large scale survey, we find that integrity has a stronger impact on brand trust for consumers who have low propensity to trust and when consumers mainly rely on objective information source. In contrast, benevolence has a stronger impact on brand trust when consumers rely on personal information source regardless of their propensity to trust. In addition, we find that the effects of integrity and benevolence on brand trust vary with the length of the relationship following a curvilinear pattern. Implications of the findings for researchers and practitioners are discussed.