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首页> 外文会议>AMA Winter Educators' Conference >SENDING THE RIGHT SIGNALS? IMPACT OF TRUST AND INTERACTIONS WITH BRAND SIGNALS ON PURCHASE INTENTION
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SENDING THE RIGHT SIGNALS? IMPACT OF TRUST AND INTERACTIONS WITH BRAND SIGNALS ON PURCHASE INTENTION

机译：发送正确的信号？信任和互动与品牌信号对购买意图的影响

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After the financial crisis of 2007 and 2008 Europe's economy faced a sharp downturn. In those times, and empirical studies provide some proof for that, consumers seem to change their consumption behavior due to a decline of trust. Consumers will be more prudent regarding their spending and will make purchase-adjustment decisions (Lamey et al. 2007). Additionally, research shows that most of consumer behavior is goal-directed and brands can serve as a means to an end (Bagozzi and Dholakia 1999; Baumgartner and Pieters 2008). Consumers evaluate the suitability of a brand and hence make their brand choice by assessing the contribution of the brand to achieve then-goal. In line with information economics, consumers will not always be able to complete this assessment process (Kirmani and Rao 2000) due to asymmetric information situations. Thus brand managers are faced with the challenge to build and maintain trust. Since the emergence of relationship marketing in the 1980s the concept of trust has experienced considerable interest in marketing literature and empirical research (Sirdeshmukh, Singh, and Sabol 2002). According to Moorman, Zaltman, and Desphande (1993) the concept of trust comprises trusting beliefs as well as trusting intentions. Researchers therefore imply that measuring trusting beliefs is sufficient (Morgan and Hunt 1994). Current research points out that a more differentiated view on trusting beliefs and trusting intentions is advisable (Schlosser, White and Lloyd 2006).
机译：2007年金融危机后，2008年欧洲经济面临着剧烈的衰退。在那些时代，实证研究为此提供了一些证据，由于信任的衰落，消费者似乎改变了他们的消费行为。消费者对他们的支出将更加谨慎，并将制作购买调整决定（Lamey等，2007）。此外，研究表明，大多数消费者行为是目标导向，品牌可以作为结束的手段（Bagozzi和Dhetakia 1999; Baumgartner和Pieters 2008）。消费者评估品牌的适用性，因此通过评估品牌的贡献来实现其品牌选择，以实现其目标。符合信息经济学，由于信息情况不对称，消费者并不总是能够完成此评估过程（Kirmani和Rao 2000）。因此，品牌管理人员面临着建立和维护信任的挑战。自20世纪80年代关系营销的出现以来，信托概念对营销文学和实证研究（SARDESHMUKH，SINGH和SABOL 2002）造成了相当大的兴趣。根据摩尔曼，达尔特曼，德尔德曼（1993年），信托的概念包括信任信仰以及信任意图。因此，研究人员暗示衡量信任信念就足够了（Morgan和Hunt 1994）。目前的研究指出，有关信任信念和信任意图的更差异化（Schlosser，White和Lloyd 2006）。

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