谢毅-公司声誉、对员工的信任和顾客认同对购买意向的影响研究.pdf

公司声誉、对员工的信任和顾客认同对购买意向的影响研究
谢毅 1,郭贤达 2

1: 谢毅,北京大学光华管理学院市场营销系博士生。
中国北京 100871;电话: (86-10) 6276-5567;E-mail:******@.
2: 郭贤达* ,北京大学光华管理学院市场营销系副教授、博士生导师。
中国北京 100871;电话: (86-10) 6275-6281; 传真(86-10) 6275-1470;E-mail:
******@.

摘要:本文构建了一个以公司声誉、对员工的信任和顾客认同为购买意向的主要决定因素
的模型。研究以 B-2-B 的服务企业作为背景,通过 SEM 方法对模型进行了检验。结果显
示,公司声誉、对员工的信任和顾客认同都能直接地正向影响顾客的购买意向。同时,公
司声誉还可以通过对员工的信任和顾客认同间接地积极影响购买意向。
关键词: 公司声誉,对员工的信任,顾客认同,购买意向

The Effects of Corporate Reputation, Customer Trust towards Employees
and Customer Identification on Purchase Intention
Yi Xie1 and Hean Tat Keh*2

1: Yi Xie, PhD candidate in Department of Marketing, Guanghua School of Management,
Peking University, Beijing 100871, P. R. China
Tel: (86-10) 6276-5677,E-mail:******@.
2: Hean Tat Keh*, Associate Professor in Department of Marketing, Guanghua School of
Management, Peking University, Beijing 100871, P. R. China
Tel: (86-10) 6275-6281; Fax (86-10) 6275-1470, E-mail: ******@.

Abstract: We propose a model with corporate reputation, customer identification and customer
trust towards employees as key determining factors of customer purchase intention. We collect
data from 321 customers of three Chinese firms providing B-to-B services. Results of this study
indicate that corporate reputation, customer trust towards employees and customer identification
can directly and positively influence purchase intention. In addition, corporate reputation can
facilitate the development of customer trust towards employees and customer identification.
Thus, corporate reputation also has indirect positive effect on purchase intention through
customer trust towards employees and customer identification.
Key Words: Corporate Reputation, Customer Trust towards Employees, Customer Identification,
Purchase Intention.

*通讯作者。非常感谢张云、林大晶和薛敬东在本研究的数据收集过程中给予的支持和协助。
* Corresponding author. We are grateful to Jill Zhang, Helen Lin and Jimmy Xue for th