The Interactive Effect Between Manufacturer Trust、Salesperson Trust and Product Trust: Complement or Substitute?

• Main Authors: Ho, Cian Huei, 何芊卉
• Other Authors: Chang, Kuo Hsiung
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/4qux82

碩士 === 東海大學 === 高階經營管理碩士在職專班 === 106 === The aim of the study is to examine the interactives among manufacturer trust, salesperson trust and product trust of the purchase and sales intentions in the clinic drugstores. Inaddition, this study also explores whether manufacturer trust and salesperson trust should be treated only as substitutes, or – a less popular approach in the literature – as complementary. After running four different models, the results show that manufacturer trust significantly increase the purchase intention relative to salesperson trust, that salesperson trust significantly increase the sales intention relative to manufacturer trust, and the product trust weaken the relationships among salesperson trust, purchase intention, and sales intention. However, when products are trusted by customers, product trusts champs manufacturer trust as well as salesperson trust. This findings agree with the stance that both manufacturer trust and salesperson trust were often treated as complementary to each other, not necessarily as substitutes.