中国式信任与企业购买决策——基于普遍信任与特殊信任的二维视角  

Chinese Trust and Business Buying Decision——From Two-dimensional Perspective of General and Particular Trust

作　　者：李桂华[1] 卢宏亮[1] 李剑文[1] 

机构地区：[1]南开大学商学院,天津300071

出　　处：《软科学》2011年第1期102-109,共8页Soft Science

基　　金：国家自然科学基金项目(70572084)

摘　　要：将西方社会的普遍信任划分为对企业的信任和对边界管理人员的信任,同时基于中国的文化背景提出了中国人际关系影响下的特殊信任,并将上述3个纬度作为自变量,将企业购买意向作为因变量,构建了中国式信任对企业购买决策的影响模型,并提出了研究假设。通过搜集国内企业的相关数据,对中国式信任的3个纬度及对企业购买意向影响的相关假设进行了实证研究。结果表明:对企业的信任和特殊信任对购买意向有直接正向影响;对边界管理人员的信任不能直接影响购买意向,但可以通过对企业的信任间接影响购买意向;特殊信任与对边界管理人员的信任成正相关关系,但与对企业的信任的正相关关系不显著。This paper proposes a theoretical model in which general trust in the Western society is divided into the trust in organizations and in boundary spanners.Meanwhile,it proposes particular trust that is affected by Chinese relationship from the perspective of Chinese cultural background.It takes these three factors as independent variables and business purchase intention as dependent one.It puts forward a Chinese trust model that affects business buying decision and a research hypothesis,and then conducts an empirical study on the relevant assumptions about three dimensions of Chinese trust and their impact on business buying decision by collecting the relevant data from domestic enterprises.The results show that the trust and particularistic trust in enterprises make a direct positive impact on the purchase intention,while the trust in boundary spanners can not,but it makes indirect impact on the purchase intention mediated by the trust in enterprises.Particular trust is positively related to the trust in boundary spanners,but it is not significant with trust in enterprises.

关 键 词：企业购买决策 普遍信任 特殊信任 人际关系 

分 类 号：F270[经济管理—企业管理]