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论文编号：	502
作者编号：	2120071955
上传时间：	2009/5/21 0:57:19
中文题目：	信任对企业购买决策的影响研究
英文题目：	Research on the influence of t
指导老师：	李桂华
中文关键字：	企业购买行为 信任 特殊信任 信<
英文关键字：	Business Buying Behavior Trus
中文摘要：	企业对企业(B to B)营销不同于企业对最终消费者(B to C)营销，其主要原因之一就是，企业购买行为与消费者购买行为之间有许多重要区别，影响购买行为的因素及其模式（模型）有很大差异。在快速变化的经济环境中，面对多样化的客户需求和日趋激烈的市场竞争，Cullen和Johnson（2000）认为，在影响企业间合作的各种因素中，信任作为“软”资本要素扮演着重要的角色。但在国内对于信任这个在企业购买行为中起一定作用的因素来说，却没有一个比较全面的研究来揭示信任在企业购买行为中起多大作用以及如何在企业购买行为中建立信任的。究其原因是信任作为一个软要素来说，本身定义的不确定性和起作用的途径都是比较难以作深入研究的。本文就是以信任为研究对象，探讨信任在中国企业购买行为中的影响，以及如何在企业采购的过程之中建立信任。在介绍、理解和借鉴国内外（特别是国外）相关研究成果的基础上，结合信任在中国企业购买行为中的实证分析，尝试建立适合中国企业购买行为中的信任模式。 首先，本文探讨了关于信任维度的问题，将普通信任，特殊信任以及普通信任的各种维度进行了比较，选出了最适合研究企业间购买行为中信任问题的信任维度分法，首次将中国特有的特殊信任以及人际关系变量纳入到对企业间购买行为的实证研究之中。并得出中国的普遍信任正在发展之中，特殊信任有一定影响的研究结论。其次，本文对于采购方信任公司的前因进行了相关研究，提出了西方学界普遍认为能够显著影响信任的三个供应商特征进行实证验证。结果表明顾客化倾向最能够影响采购方对公司的信任。再次，本文对于采购方信任销售人员的前因也进行了相关研究，对西方学界普遍认为能够显著影响信任的三个销售人员特征进行了验证。结果表明经常性联系最能够影响采购方对于销售人员的信任。最后，本文列举了研究成果对于企业管理实践的一些启示。
英文摘要：	Business-to-Business marketing is different from Business-to- Consumers marketing. One of primary reasons is that, there are a lot of significant differences between business buying behavior and consumer’s buying behavior, influencing factors and model of business buying behavior are also far from that of consumer’s buying behavior. In the speediness changed Economic environment, facing to consumer’s diversified demands and marketing compete, Cullen and Johnson(2000) believed, in all kinds of factors which influence Business corporation, trust as a “soft” capital factor play an important role. But in our country, trust as the factor performs certain function in business buying behavior, do not have a comprehensive research to show how important trust will be, how to build up trust and how it goes to work in Business buying behavior. The reason is that the conception of trust is undefined and its ways go to work are hard to do a deep research. This thesis focuses on trust in Chinese business. Research object of this thesis is trying to build a trust model which suit Chinese business. At first, the author discusses the questions about trust dimension, compare general trust and particular trust and chooses the trust dimension which is the best suitable for the research about Business-to-Business marketing. This is the first time to make the variables of particular trust and relations into the B2B research. Then the result finds that the general trust in china is developing. Second, the authors also examine the impact of supplier firm and salesperson trust on a buying firm’s current supplier’s choice and future purchase intentions. The theoretical is tested on data. The authors find that willingness to customize has the biggest influence to company trust and personal communication has the biggest influence to persona trust. Finally, the thesis lists some suggestions which can use in real management.
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