消费信任的研究述评_陈淑娟.pdfVIP

Conference on Psychology and Social Harmony (CPSH2011) A Review of Consume Trust 1 2 Shujuan CHEN , Fu NIU 1Department of Psychology, School of Education, Ningxia University, 750021, Yinchuan, China 2Department of Information Techology, School of Education, Ningxia University, 750021, Yinchuan, China Email: Chen_sj@nxu.edu.cn Abstract: Consume trust was the trust relationship between purchasers and venders. Although consensus on its definitions cannot be achieved among researchers, some common points in different definitions did exist. The trust relationship was mainly based on the social exchange theory. Therefore, the antecedents of consume trust was comprised of ability, character, trust propensity, and expectancy for long–time benefit, and the con- sequences consisted of consumer satisfaction, loyalty and so on. In the future, the above mentioned topics will be investigated, and an empirical study will further explore its consequences to venders, and the interaction mechanisms of consume trust. Keywords: consume trust; antecedents; consequences; theory; research outlook 消费信任研究述评 陈淑娟1 ，牛甫2 1 宁夏大学教育学院心理系，银川，中国，750021 2 宁夏大学教育学院信息与技术系，银川，中国，750021 Email: Chen_sj@nxu.edu.cn 摘 要：消费信任是指买卖双方间的信任关系。研究者对该概念的定义缺乏一致性，但不同定义间存 在共同点。该关系的存在主要以社会交换论为基础；其影响因素包括能力、品质、信任倾向、长期效 益期望等；其影响结果包括消费者满意度、忠诚度等。未来相关研究可以在定义、影响因素等方面进 行深入研究，同时开展对卖方的影响、作用机制等方面的实证研究。 关键词：消费信任；理论基础；影响因素；影响结果；研究展望 1 引言 与此同时，关于信任关系的概念、影响因素等基本