Information Sharing, Advice Provision or Delegation: What Leads to Higher Trust and Trustworthiness?

Ö. Özer, Upender Subramanian, Yu Wang
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引用次数: 8

Abstract

In many market settings, a customer often obtains assistance from a supplier (or service provider) in order to make better-informed decisions regarding the supplier's product (or service). Because the two parties often have conflicting pecuniary incentives, customer trust and supplier trustworthiness play important roles in the success of these interactions. We investigate whether and how the process through which assistance is provided can foster trust and trustworthiness and facilitate better cooperation. We compare three prevalent assistance processes: information sharing, advice provision, and delegation. We propose that, even if the pecuniary incentives of both parties do not vary from one assistance process to another, the assistance process itself impacts the customer's and supplier's non-pecuniary motives that give rise to trust and trustworthiness. Consequently, the assistance process affects the level of cooperation and payoffs. We test our behavioral predictions through laboratory experiments based on a retail distribution setting. We quantify the impact of different assistance processes on trust, trustworthiness and channel performance, and identify the underlying drivers of those impacts. Our results offer insight into the role of the assistance process in managing supplier assistance effectively, and why certain assistance processes may lead to more successful outcomes than others even if the pecuniary incentives remain unaltered.
信息共享、建议提供或委托:什么导致更高的信任和可信度?
在许多市场环境中,顾客经常从供应商(或服务提供商)那里获得帮助,以便对供应商的产品(或服务)做出更明智的决定。由于双方经常有相互冲突的金钱激励,客户信任和供应商诚信在这些互动的成功中起着重要作用。我们调查提供援助的过程是否以及如何能够促进信任和可信度,促进更好的合作。我们比较了三种常见的援助过程:信息共享、建议提供和委托。我们提出,即使双方的金钱激励在不同的援助过程中没有变化,援助过程本身也会影响客户和供应商产生信任和可信赖性的非金钱动机。因此,援助过程会影响合作水平和回报。我们通过基于零售分销设置的实验室实验来测试我们的行为预测。我们量化了不同援助流程对信任、可信度和渠道绩效的影响,并确定了这些影响的潜在驱动因素。我们的研究结果深入了解了援助过程在有效管理供应商援助中的作用,以及为什么即使金钱激励保持不变,某些援助过程也可能比其他援助过程产生更成功的结果。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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