The influence of corporate image, relationship marketing, and trust on purchase intention: the moderating effects of word-of-mouth
The influence of corporate image, relationship marketing, and trust on purchase intention: the moderating effects of word-of-mouth
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DOI：
10.1108/16605371011083503
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发表时间：
2010-01-01
期刊：
影响因子：
7.8
通讯作者：
Lu, Ching-Yuh
中科院分区：
文献类型：
--
作者：
Lin, Long-Yi;Lu, Ching-Yuh
目的——本研究的主要目的是考察企业形象和关系营销对信任的影响，信任对消费者购买意愿的影响，以及口碑在信任对消费者购买意愿影响之间的调节作用。设计/方法/方法-以台湾某在线旅行社18岁以上的消费者为研究样本。主要资料采用方便抽样法收集。采用回归分析对假设进行检验。研究发现-主要发现是：企业形象对信任有显著的正向影响，商品形象对信任的影响最显著，其次是功能形象和制度形象；结构关系营销和财务关系营销对信任有显著的正向影响，结构关系营销对信任的影响大于财务关系营销；信任对消费者购买意愿有显著的正向影响；正面口碑在信任对消费者购买意愿的影响之间具有调节作用。研究局限性/启示-本研究的局限性包括：本研究获得的数据仅反映了特定时间段内所研究变量之间的相关性和因果关系；本文只关注旅行社；只使用最受欢迎的在线旅行社的消费者被选中。因此，样本可能存在一定的偏差。本研究的启示包括：不同类型的企业形象对消费者信任的影响程度不同。关系营销对消费者信任有显著的正向影响，这一研究需要得到支持。正面口碑在信任对消费者购买意愿的影响之间的调节作用必须被检验。必须考虑信任对购买意愿的影响。实际意义-研究结果揭示了公司持续改善企业形象的必要性和重要性。研究表明，需要强调关键关系营销的使用，并认识到口碑调节作用的性质和重要性。原创性/价值-本研究的价值在于理论与实践相结合，发现了四个管理启示和三个实践启示。
Purpose - The main purpose of this study is to investigate the influence of corporate image and relationship marketing on trust, the impact of trust on consumer purchase intention, and the moderating effects of word-of-mouth between the influence of trust on consumer purchase intention.Design/methodology/approach - Consumers of an online travel agency in Taiwan aged over 18 were taken as the research sample. Primary data were collected through convenience sampling. Regression analysis was used to test the hypotheses.Findings - The main findings are: corporate image has a significantly positive influence on trust, and commodity image has the most significant influence on trust, followed by functional image and institution image; structural and financial relationship marketing has significantly positive influence on trust, and structural relationship marketing has greater influence on trust compared with financial relationship marketing; trust has a significantly positive influence on consumer purchase intention; and positive word-of-mouth has a moderating effect between the influences of trust on consumer purchase intention.Research limitations/implications - Limitations of this study include: the data obtained in this study only reflected the correlations and cause and effect among the variables studied during a specific period of time; this paper only focused on tour agencies; consumers who used only the most popular online tour agencies were selected. Therefore, the samples might involve some bias. The implications of this study include: different types of corporate image will have different levels of influence on consumer trust. There is a need to support the previous study that relationship marketing has a significantly positive influence on consumer trust. The moderating effects of positive word-of-mouth between the influences of trust on consumer purchase intention must be examined. The influence of trust on purchase intention must be considered.Practical implications - The study findings reveal the need and importance for a company to improve corporate image continuously. The study indicates the need to emphasize the use of critical relationship marketing and to realize the nature and importance of the moderating effect of word-of-mouth.Originality/value - The value of this study is combined theory and practical and finding four management implications and three practical implications.