Abstract It's very important for interorganization relationship management to probe into what factors would motivate the trust of customers. This paper emphasizes four cues such as reputation, empathy, likability and expertise based on the interpersonal trust and the interorganizational trust. The results show that empathy and expertise significantly lead to the interpersonal trust. At the same time reputation directly decides the interorganizational trust. Last but not least, the interpersonal trust is useful for increasing purchasing intentions. However the interorganizational trust can induce the increase of the ratio of purchasing.
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Received: 21 October 2009
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Corresponding Authors:
Gao Wei-He
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