Trust Transfer And Repair Among Multi-Channel: An Empirical Study On Smart-Phone Channels In Taiwan

• Main Authors: Lin, Wanru, 林宛儒
• Other Authors: Wu, Jyhjeng
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/59269458707359035119

碩士 === 國立聯合大學 === 管理碩士學位學程 === 100 === This study focus on consumer in multi-channel situation have trust transfer and understand the impact of emotional on trust, the effect of the mediation about the emotion in trust, trust repair and the brand community in moderating effect to trust. In this study, we have three processes, first will investigate the effect of the trust repair to the trust and the mediation effect of the emotion in trust and trust repair, second, investigate the moderating effect of the brand communication, and the last, according the factors, investigate the overall framework whether have the trust transfer phenomenon or not. In research method, use the way of questionnaire to investigate when consumers under the multi-channel system to figure out is there have the trust transfer or not, and according the statistics and the relationship of these dimensions. This study’s research subject is consumer of the brand community members, and select the data by internet, use SPSS 17.0 and AMOS 6.0 to validation of the structural equation modeling. The results of study show that the trust transfer in multi-channel, when the consumers for the high involvement of the brand community members, effective trust repair (emotional repair, functional restoration, and information about Repair) and positive effect on positive emotional, brand community on the moderating effect of positive emotions, positive emotions in mediating effect of trust between the restoration and trust.