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信任是影响顾客忠诚的关键变量之一。社会学及脑神经学等领域已经发现了认知加工和情绪反映两条信任的形成路径,但情绪信任在营销研究中一直被普遍忽略。本研究确认了消费者认知信任与情绪信任的形成基础和形成过程,并通过实验法检验了二者对消费者态度和行为的影响作用。结果表明,店铺的内部线索或者外部线索有一方表现良好,即可带来认知信任,而只有二者均较好时,才能带来情绪信任。情绪信任是认知信任影响消费者购买心理与行为的桥梁。本研究有助于零售商通过控制店铺环境线索来获得顾客的认知信任和情绪信任,进而获得顾客的持续惠顾。
Trust is one of the key variables that affect customer loyalty. Sociology and cranial neurology have found the formation of cognitive processing and emotional response to the formation of two trusts, but the emotional trust in marketing research has been generally ignored. This study confirms the forming basis and forming process of consumer’s cognitive trust and emotional trust and tests the impact of the two on consumer attitudes and behaviors through experimental methods. The results show that one of the internal clues or external clues of the store performs well and can bring about cognitive trust, and only when both are good, can emotional trust be brought. Emotional trust is the bridge between cognitive trust and consumers’ purchasing psychology and behavior. This study helps retailers to gain customers’ cognitive trust and emotional trust by controlling the clues of the store environment so as to obtain sustained customer patronage.