摘要
本文构建了一个以公司声誉、对员工的信任和顾客认同为购买意向的主要决定因素的模型。研究以B-2-B的服务企业作为背景,通过结构方程模型的方法对模型进行了检验。结果显示,公司声誉、对员工的信任和顾客认同都能直接地正向影响顾客的购买意向。同时,公司声誉还可以通过对员工的信任和顾客认同间接地积极影响购买意向。
We propose a model with corporate reputation,customer identification and customer trust towards employees as key determining factors of customer purchase intention.We collect data from 321 customers of three Chinese firms providing B-to-B services.Results of this study indicate that corporate reputation,customer trust towards employees and customer identification can directly and positively influence purchase intention.In addition,corporate reputation can facilitate the development of customer trust towards employees and customer identification.Thus,corporate reputation also has indirect positive effect on purchase intention through customer trust towards employees and customer identification.
作者
谢毅
郭贤达
Xie Yi;Hean Tat Keh(Department of Marketing,Guanghua School of Management,Peking University)
出处
《营销科学学报（辑刊）》
2007年第1期1-12,共12页
Journal of Marketing Science
关键词
公司声誉
对员工的信任
顾客认同
购买意向
Corporate Reputation
Customer Trust towards Employees
Customer Identification
Purchase Intention
