Factors Influencing Customer Trust in Salespersons in a Developing Country
该研究基于发达国家理论模型，调查了发展中国家客户对销售人员信任的影响因素，发现销售人员的专业能力、意图和亲和力以及客户对组织的信心显著影响信任，而客户产品知识无影响，但普遍信任倾向有影响。
Research on trust is limited in the context of developing countries. Because of its importance in facilitating exchange, this study attempts to assess the determinants of customer trust in salespersons in a developing country. The theoretical model was derived from research conducted in the developed countries. Survey results indicate that salesperson attributes such as expertise, intent, and likability influenced customer trust in salespeople. Confidence in the organization represented by the salesperson also had a significant effect on customer trust. Customers’ product knowledge did not influence their trust in salespeople. However, customers’ generalized disposition to trust others did.