교환관계에서 소비자 신뢰 결정 요인에 관한 연구: 신뢰 대상의 특성과 커뮤니케이션 품질을 중심으로

조재수

서지반출

국문초록

본 연구는 교환관계에서 판매원에 대한 신뢰 특성(능력, 선의)이 판매원에 대한 소비자 들의 신뢰에 미치는 영향력을 검증하였다. 다음으로 소비자 신뢰를 결정하는 주요 변인 으로 고려되어온 커뮤니케이션을 질적인 측면에서 어떤 영향을 미치는지를 밝히기 위해 커뮤니케이션 품질이라는 개념을 도입하였다. 마지막으로 커뮤니케이션 품질과 판매원 에 대한 소비자들의 신뢰가 브랜드몰입에 미치는 영향력을 검증하였다. 이러한 연구목 적을 해결하기 위해 서울 및 수도권에 거주하는 500명의 소비자들을 대상으로 SPA 브랜 드 구매상황을 가정해서 온라인 서베이를 실시하였다. 분석결과, 커뮤니케이션 품질과 판매원에 대한 신뢰 특성은 판매원에 대한 소비자들의 신뢰를 결정하는 변인인 것으로 밝혀졌으며, 커뮤니케이션 품질과 판매원에 대한 소비자들의 신뢰는 브랜드몰입에 까지 긍정적인 영향을 미치는 변인이었다.

영문초록

This study examined the effects of consumers' trustworthiness(competence and benevolence) on consumers' trust toward the salespersons in an relational exchanges. Next, I introduced relatively new concept the communication quality to find the impacts of communication on the consumers' trust. Finally, I verified the influences of communication quality and consumers' trust on the brand commitment. To accomplish my research objectives, I conducted an online survey of 500 peoples who have resided the metropolitan aroun Seoul, Korea and have the experience to buy the SPA brands. My research results show that communication quality and consumer's trustworthiness are the factors determining consumers' trust. And, communication quality and consumers' trust had a positive effects on the brand commitment.

키워드

판매원 신뢰 능력 선의 커뮤니케이션 품질 브랜드몰입 trust competence benevolence communication quality brand commitment

참고문헌 (54건)

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