| Summary: | 碩士 === 東海大學 === 企業管理學系碩士班 === 101 === Numbers of tea store increase rapidly in recent decades, leading to fierce competition in the market. Furthermore, inconsistent of price and quality on tea decreases customer loyalty in the market. Above all, the traditional tea store runs with difficulty. Trust is the basic element which creates, develops, and maintains the long-term relationship between buyers and sellers. Therefore, how the salespersons of tea store establish a long-term good relationship with consumers by obtaining trust of consumers so that consumers are willing to choose to buy tea repetitively is a very important issue for traditional tea store.
The past literature indicated that salesperson performance with capability and positive intention is the basis which consumers can build trust for salesperson. Therefore, this study attempts to use capability and intention to explore that consumer build trust for salesperson. The previous study also pointed out that,although there appears information which can judge others reliable, individual personality still affect the generation of trust. Therefore, this study also adds personality as moderating variable to explore whether consumers of different personality use basic of assessment to trust salesperson of tea store is also different or not. This study investigated subjects who always buy tea in special tea store and issued paper questionnaires in ten tea store of Kaohsiung and Pingtung area. We received total 306 valid questionnaires, accounting for 95％. The Structural Equation Model (LISREL) is used to analyze in this study.
The results found out that：(1)In addition to that positive relationship between salesperson power and salesperson trust is not significant, the rest including positive relationship of salesperson expertise, salesperson likability, salesperson similarity, frequent contact with salesperson on salesperson trust is significant, respectively.(2) There is significant positive relationship between salesperson trust on customer loyalty.(3)Consumer with high degree of conscientioness will be more depend on trust salesperson by assessing ability of salesperson；consumer with high degree of agreeableness will be more depend on trust salesperson by assessing intention of salesperson.(4)Salesperson trust has complete and partial mediate effect between each dimension of capability and intention and customer loyalty.
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