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近些年来,销售员信任问题已经越来越多地得到企业界和理论界的重视,但大多研究都是基于BtoB营销情景下的销售员信任问题,涉及消费者与销售员之间信任的研究还很少。本文针对零售业高端产品的营销情境,对销售员的信任问题进行了重新界定并探讨了测量方法。在此基础上,应用基于PLS-GRAPH的结构方程模型(SEM)构建了以销售员信任为核心的多变量模型,通过对高端彩电卖场的实证调研及数据检验,验证了多变量之间存在的复杂关系,对在中国零售业建立消费者的信任倾向有着重要的理论指导意义。
Abstract：Recently salesperson's trust has been emphasized by more and more researchers.But most findings of the role of trust are in business-to-business exchanges,and the researches concerning the trust between salespersons and consumers are very few.Based on the high-priced products selling in retailing,this article defines the variable of trust and analyzes the ways how to measure it.Furthermore,we construct the SEQ model about salesperson's trust.Based on the investigation and the data of high-priced TV selling in the shops,we have manifested the complex relations of the variables.So I think it will be significant for Chinese corporations in retailing to set up the trust tendency between salespersons and consumers.
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基本信息:
DOI：10.14134/j.cnki.cn33-1336/f.2006.08.001
中图分类号:F717;F224
引用信息:
[1]杜建刚,范秀成.基于零售业高端产品中的销售员信任与选购后满意度关系模型研究[J].商业经济与管理,2006(08):3-9.DOI:10.14134/j.cnki.cn33-1336/f.2006.08.001.
基金信息:
国家自然科学基金项目资助(70272027、70572083)
2006-08-15
2006-08-15