美国论文代写:品牌信任

美国论文代写:品牌信任

Caudhuri和Holbrook(2001)根据产品的功能质量,对品牌信任进行了建模,突出了品牌对情感和功能期望的作用。从这个角度来看,信任可以被看作是产品功能和消费者个性的一个结果。同样,Delgado-Ballester和Munuera-Aleman(2005)提出了品牌信任的两个维度。第一个有技术或竞争结构和品牌保持其承诺的能力和满足消费者需求而第二个维度与品牌的意图和期望将消费者的福利和舒适的敏感。

美国论文代写:品牌信任

对于维度,Delgado-Ballester和Munuera-Aleman(2005)解释了信任是基于与产品的预期功能质量相关的承诺,以及消费者在使用产品时的满意程度。信任已经被许多先前的研究人员概念化了。在本文中,我们只讨论了网络购物中心(或电子商务环境)中信任的概念,因为信任的概念是如此宽泛。我们现在简要地讨论一下在电子商务环境中对信任的概念化的一些先前的研究研究。Lien等人(2015)将互联网购物中心情境下的信任定义为消费者愿意依赖卖方,并在这种行为使消费者易受卖方影响的情况下采取行动。

美国论文代写:品牌信任

Caudhuri and Holbrook (2001) modelled brand trust according to the functional quality of the product, highlighting the role of emotional and functional expectations from a brand. From this perspective, trust can be seen as an outcome of the dimension of functionality of product and personality of consumer. Similarly, Delgado-Ballester and Munuera-Aleman (2005) suggested two dimensions of brand trust. The first of these has a technical or competing structure and is the ability of a brand to keep its promises and to meet consumer needs while the second dimension relates to the intention and the expectation that the brand will act sensitively for the welfare or comfort of the consumer.

美国论文代写:品牌信任
For the dimensions, Delgado-Ballester and Munuera-Aleman (2005) explain that trust is based on the promise related to the expected functional quality of the product and the satisfaction that the consumer has when they use the product. Trust has been conceptualized by many prior researchers. In this paper, we only discuss the concept of trust in an Internet shopping mall (or e-commerce context) because the concept of trust is so broad. We now briefly discuss several prior research studies dealing with the conceptualization of trust in an e-commerce context. Lien et al., (2015) defined trust in the Internet shopping mall context as a consumer’s willingness to rely on the seller and take action in circumstances where such action makes the consumer vulnerable to the seller.

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