The Relationship between Trust, Trustworthiness, and Repeat Purchase Intentions: A Multidimensional Approach (The Relationship between Trust, Trustworthiness, and Repeat Purchase Intentions: A Multidimensional Approach)

서지정보

· 발행기관 : 한국마케팅과학회
· 수록지 정보 : Journal of Global Scholars of Marketing Science(마케팅과학연구) / 18권 / 1호 / 1 ~ 31페이지
· 저자명 : 이수형, 박미령

초록

Trust is central to human relationships, at all times and places. The importance of
trust is fundamental in all areas of human life, not only in the area of business
administration. 2,500 years ago in China, Confucius taught that the foundation of politics
was the trust of the people, more important even than military strength or the supply of
food. Shakespeare's play, "Much Ado about Nothing' is about trust and deception.
These days, trust and transparency in a commercial organization's business culture
form the basis of the 'social capital' by which that organization increases its productivity.
A successful company raises productivity by the accumulation of social capital, derived
from a trust relationship between business partners, and between the company and
consumers. Trust is the crucial factor. At the national level, building trust determines a
nation's competitiveness.
For a company, long term trust relationships with customers are essential for its
survival in a business environment of rapid change. Such relationships, based on trust,
are important assets to ensure a company's competitive advantage, and need to be
organic to that company's business culture.
Because of this importance, trust relationships have been studied in diverse areas
within business administration, and especially within marketing, where they form the
basis of a successful relationship between producer and consumer. However, what has
been lacking is a unified definition of trust. Research has been conducted on the basis of
various definitions and models. The majority of researchers have not considered the
multidimensional character of the concept of trust until now. Approaches based on a one
dimensional model have undermined the value of research results.
Furthermore, researchers have only considered trust and trustworthiness as a single
component. The majority of research has explored the consequences of perceived trust for
outcomes such as loyalty or cooperation, but has neglected the effects of trustworthiness
upon the mechanisms of consumer trust.
This study focuses on the dimension of trust from such a perspective. It seeks to
verify the effect of trust on customer intentions by breaking it down into three separate
components: 1) the salesperson, 2) the product/service, and 3) the company.
The purposes of this paper are as follows:
Firstly, we review the multidimensional nature of trust objects: the salesperson, the
product/service, and the company.
Secondly, we analyze the relationship between multidimensional trust and
trustworthiness.
Thirdly, we analyze the connection between trust and repeat purchase intentions for the
maintenance of long term relationships.
For these purposes the author has developed several hypotheses as follows:
H1-1: The competence of a salesperson is positively associated with the trust given
by the consumer to the salesperson.
H1-2: The benevolence of a salesperson is positively associated with the trust given
by the consumer to the salesperson.
H2-1: The competence of product/service is positively associated with the trust given
by the consumer to the product/service.
H2-2: The benevolence of product/service is positively associated with the trust given
by the consumer to the product/service.
H3-1: The reputation of a company is positively associated with the trust given by
the consumer to the company.
H3-2: The physical environment of a company is positively associated with the trust
given by the consumer to the company.
H4-1: Trust in a salesperson is positively associated with repeat purchase intentions.
H4-2: Trust in a product/service is positively associated with repeat purchase
intentions.
H4-3: Trust in a company is positively associated with repeat purchase intentions.
The data was compiled from 366 questionnaires. 500 questionnaires were collected, but
some of the data was considered unsuitable and inappropriate. The subjects of the survey
were male and female customers purchasing products at department stores in Seoul,
Daegu and Gyeongbuk . It was carried out between Oct. 25 and 29, 2007.
The data was analyzed by frequency analysis using SPSS 12.0 and structural equation
modeling using LISREL 8.7. The result of the overall model analysis is as follows:
Chi-Square=445.497, d.f.=185, p-value=0.0, GFI=.901, RMSEA=.0617, NNFI=.986, NFI=.981,
CFI=.989, AGFI=.864, RMR=.0872. The results of the overall model analysis were
coherent.[그림]
It was found that trust is a multi-dimensional construct, that each of the dimensions of
trust are meaningful influences on customer's repurchase intention. Trust in a company
may be the most relevant, while trust in a product/service and a salesperson may be less
relevant to repurchase intentions. The effective factors in determining trust in a
salesperson and a company's product/service were found to be competence and
benevolence. Factors in determining trust in a company were its reputation and physical
environment, and the relationship of each effective trust factor has been verified in this
research. As a result, it was found that competence and benevolence have a meaningful
influence on trust in a salesperson and in product/service. It was also found that a
company's reputation influences the overall trust in the company significantly but a
company's physical environment does not have much effect.

영어초록

Trust is central to human relationships, at all times and places. The importance of
trust is fundamental in all areas of human life, not only in the area of business
administration. 2,500 years ago in China, Confucius taught that the foundation of politics
was the trust of the people, more important even than military strength or the supply of
food. Shakespeare's play, "Much Ado about Nothing' is about trust and deception.
These days, trust and transparency in a commercial organization's business culture
form the basis of the 'social capital' by which that organization increases its productivity.
A successful company raises productivity by the accumulation of social capital, derived
from a trust relationship between business partners, and between the company and
consumers. Trust is the crucial factor. At the national level, building trust determines a
nation's competitiveness.
For a company, long term trust relationships with customers are essential for its
survival in a business environment of rapid change. Such relationships, based on trust,
are important assets to ensure a company's competitive advantage, and need to be
organic to that company's business culture.
Because of this importance, trust relationships have been studied in diverse areas
within business administration, and especially within marketing, where they form the
basis of a successful relationship between producer and consumer. However, what has
been lacking is a unified definition of trust. Research has been conducted on the basis of
various definitions and models. The majority of researchers have not considered the
multidimensional character of the concept of trust until now. Approaches based on a one
dimensional model have undermined the value of research results.
Furthermore, researchers have only considered trust and trustworthiness as a single
component. The majority of research has explored the consequences of perceived trust for
outcomes such as loyalty or cooperation, but has neglected the effects of trustworthiness
upon the mechanisms of consumer trust.
This study focuses on the dimension of trust from such a perspective. It seeks to
verify the effect of trust on customer intentions by breaking it down into three separate
components: 1) the salesperson, 2) the product/service, and 3) the company.
The purposes of this paper are as follows:
Firstly, we review the multidimensional nature of trust objects: the salesperson, the
product/service, and the company.
Secondly, we analyze the relationship between multidimensional trust and
trustworthiness.
Thirdly, we analyze the connection between trust and repeat purchase intentions for the
maintenance of long term relationships.
For these purposes the author has developed several hypotheses as follows:
H1-1: The competence of a salesperson is positively associated with the trust given
by the consumer to the salesperson.
H1-2: The benevolence of a salesperson is positively associated with the trust given
by the consumer to the salesperson.
H2-1: The competence of product/service is positively associated with the trust given
by the consumer to the product/service.
H2-2: The benevolence of product/service is positively associated with the trust given
by the consumer to the product/service.
H3-1: The reputation of a company is positively associated with the trust given by
the consumer to the company.
H3-2: The physical environment of a company is positively associated with the trust
given by the consumer to the company.
H4-1: Trust in a salesperson is positively associated with repeat purchase intentions.
H4-2: Trust in a product/service is positively associated with repeat purchase
intentions.
H4-3: Trust in a company is positively associated with repeat purchase intentions.
The data was compiled from 366 questionnaires. 500 questionnaires were collected, but
some of the data was considered unsuitable and inappropriate. The subjects of the survey
were male and female customers purchasing products at department stores in Seoul,
Daegu and Gyeongbuk . It was carried out between Oct. 25 and 29, 2007.
The data was analyzed by frequency analysis using SPSS 12.0 and structural equation
modeling using LISREL 8.7. The result of the overall model analysis is as follows:
Chi-Square=445.497, d.f.=185, p-value=0.0, GFI=.901, RMSEA=.0617, NNFI=.986, NFI=.981,
CFI=.989, AGFI=.864, RMR=.0872. The results of the overall model analysis were
coherent.[그림]
It was found that trust is a multi-dimensional construct, that each of the dimensions of
trust are meaningful influences on customer's repurchase intention. Trust in a company
may be the most relevant, while trust in a product/service and a salesperson may be less
relevant to repurchase intentions. The effective factors in determining trust in a
salesperson and a company's product/service were found to be competence and
benevolence. Factors in determining trust in a company were its reputation and physical
environment, and the relationship of each effective trust factor has been verified in this
research. As a result, it was found that competence and benevolence have a meaningful
influence on trust in a salesperson and in product/service. It was also found that a
company's reputation influences the overall trust in the company significantly but a
company's physical environment does not have much effect.

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