The Study of Trust Transfer in Shopping Mall

• Main Authors: Wei-Kuang Wu, 吳偉光
• Other Authors: 吳志正
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/15805068841383873518

碩士 === 國立聯合大學 === 管理碩士學位學程 === 102 === ABSTRACT The study aimed to research into trust transfer among shopping centers and comprehend reasons why shop brands transferred their trust in shopping centers. The study first discussed the influence of embeddedness relationship and dependence relationship on trust, and last but not least, it discussed the influence of trust on trust transfer and performance relationship among shopping centers. The study collected information by questionnaire which discussed related issues of shopping centers for shop brands, and the subjects of the study were major shop brands. Among questionnaires that were retrieved, 250 of them were valid, and data collected from questionnaires were analyzed with statistical software including SPSS 20.0 and AMOS 17.0. The results of the study showed that embeddedness relationship positively influenced the trust of shop brands to shopping centers, dependence relationship positively influenced the trust of shop brands to shopping centers, and the trust of shop brands to shopping centers positively influenced its trust transfer. Moreover, the study also verified that trust had positive influence on the performance relationship of the two in the shopping center industry. Keywords: Shopping center, embeddedness relationship, dependence relationship, trust, trust transfer, performance relationship