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題名：直銷顧客信任與購買意願之研究--系統信任之調節效果
書刊名：樹德科技大學學報
作者：王昭雄 引用關係／高健中
作者(外文)：Wang, Jau-shyong／Kao, Chien-chung
出版日期：2016
卷期：18:1
頁次：頁15-28
主題關鍵詞：直銷；系統信任；人際信任；再購意願；Direct selling；System trust；Interpersonal trust；Repurchase intention
原始連結：連回原系統網址new window
相關次數：
  • 被引用次數被引用次數:期刊(1) 博士論文(0) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:1
  • 共同引用共同引用:28
  • 點閱點閱:1
顧客對直銷商品信任一直是直銷業者與直銷學術研究的重要議題，直銷商誇大不實的推銷商品與過度強調收入與事業成就，是影響一般民眾信任度的主要因素之一。本研究係以直銷產品消費者為實證對象，探討直銷顧客信任與再購意願之關係，採網路問卷之方式，調查方式蒐集了156份有效樣本，並以部份最小平方法(PLS)進行驗證，研究結果顯示直銷顧客信任對直銷公司信任、直銷商人際信任有正向影響，系統信任在顧客信任與公司信任、人際信任未具有調節效果。
It is an important topic of academic research and direct selling companies for the trust of direct selling customer trust. Distributors exaggerated false sell goods and excessive emphasis on income and career achievement, is one of the main factors affecting the confidence of the general public. This study uses the customers of direct selling as subjects and collects 156 valid questionnaires. Partial Least Squares (PLS) method is applied in the investigation. Analytical results indicate that customer trust positively affects firm trust and interpersonal trust. Similarly, customer trust and interpersonal trust positively affect repurchase intention. System trust is not a moderator among customer trust, firm trust and interpersonal trust.
期刊論文
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會議論文
1.陳得發、王昭雄(2004)。信任模式對顧客忠誠度影響之研究--以直銷業為例。第九屆直銷學術研討會，237-270。  延伸查詢new window
學位論文
1.林昇毅(2003)。證券投資人之組織信任與人際信任分析(碩士論文)。國立東華大學。  延伸查詢new window
圖書
1.Nunnally, J. C.(1978)。Psychometrics Methods。New York, NY：McGraw-Hill Company。  new window
2.Luhmann, Niklas(1979)。Trust and Power: Two works by Niklas Luhmann。Chichester：Wiley。  new window
3.Fukuyama, Francis(1995)。Trust: the Social Virtues and the Creation of Prosperity。The Free Press。  new window
圖書論文
1.Hallén, L.、Sandström, M.(1991)。Relationship atmosphere in international business。New Perspectives on International Marketing。London：Routledge。  new window
 
 
 
 
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