Consumer Trust in Internet Marketing and Direct Selling in China

Q2 Business, Management and Accounting

Journal of Relationship Marketing Pub Date : 2019-05-13 DOI:10.1080/15332667.2019.1589244

Patrick Poon, G. Albaum

引用次数: 10

Abstract

Abstract This research aims to examine and contrast trust in consumer-salesperson/organization relationships in direct selling and Internet (online) marketing in China, a large and fast-growing market for both approaches in B2C marketing. A personal interview survey involving two different measures of trust (i.e., cognitive trust and organization trust) was conducted. Two sample groups were obtained independently from southern and northern cities in China. For cognitive trust, there is a significant difference between the two shopping approaches (Internet marketing vs. direct selling), with the value of trust generally being greater for direct selling. In contrast, for organization trust, the value is greater for Internet marketing. However, the overall results show that neither the measure of cognitive trust nor the measure of organization trust is a good predictor of consumer behavior. Managerial implications and recommendations for future research directions are discussed.

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中国消费者对网络营销和直销的信任

摘要本研究旨在检验和对比中国直销和互联网（在线）营销中消费者对销售人员/组织关系的信任，中国是一个庞大且快速增长的B2C营销市场。进行了一项个人访谈调查，涉及两种不同的信任衡量标准（即认知信任和组织信任）。两个样本组是从中国南部和北部城市独立获得的。对于认知信任，两种购物方式（互联网营销与直销）之间存在显著差异，直销的信任价值通常更大。相比之下，对于组织信任而言，互联网营销的价值更大。然而，总体结果表明，认知信任和组织信任都不是消费者行为的良好预测指标。讨论了未来研究方向的管理含义和建议。

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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来源期刊

Journal of Relationship Marketing Business, Management and Accounting-Marketing

CiteScore

10.20

自引率

0.00%

发文量

期刊介绍： The Journal of Relationship Marketing is a quarterly journal that publishes peer-reviewed (double-blind) conceptual and empirical papers of original works that make serious contributions to the understanding and advancement of relationship and marketing theory, research, and practice. This academic journal is interdisciplinary and international in nature. Topics of interest (not limited to): Evolution and life cycle of RM; theoretical and methodological issues in RM; types of RM, networks and strategic alliances; internal communication, quality, trust, commitment, satisfaction, loyalty, and dissolution in RM; applications of RM in different disciplines and industries; international perspectives in RM; RM strategies in services economy, higher education, and e-commerce; RM, technology, and the Web; profitability and RM; case studies and best practices in RM. If you are interested in becoming an ad-hoc reviewer, please e-mail a brief statement indicating your area of expertise and interest along with a copy of your CV.