了解消费者金融信任 跨国层次的人际信任
1Department of Marketing, Copenhagen Business School, Solbjerg Pl. 3, 2000 Frederiksberg, Denmark.
Behavioral sciences (Basel, Switzerland)
|January 28, 2026
概括
消费者对金融服务的信任是由国家人际信任水平 (IPT) 塑造的. 低IPT市场增加了一般金融信任 (GFT) 对预期和满意度的直接影响.
科学领域:
- 消费者心理学 消费者心理学
- 金融服务营销 金融服务营销
- 信任的社会学 信任的社会学
背景情况:
- 信任在金融服务决策中至关重要.
- 一般金融信托 (GFT) 反映了消费者对金融机构的看法.
- 国家人际信任 (IPT) 水平可能会影响GFT.
研究的目的:
- 分析国家IPT水平如何影响GFT.
- 检查互动对客户与供应商关系中的心理因素的影响.
- 了解信任如何影响期望,质量和满意度.
主要方法:
- 在瑞典 (高IPT) 和西班牙 (低IPT) 进行的基于调查的研究.
- 分析GFT对消费者期望和满意度的影响.
- 调查GFT在期望-质量-满意度关系中的调节作用.
主要成果:
- 在低IPT市场,消费者更依赖GFT直接预测结果 (期望,满意度).
- 在高IPT市场中,GFT对于调节期望,质量和满意度之间的联系来说不那么重要.
- 国家信任水平显著改变了金融服务关系的心理动态.
结论:
- 国家人际信任是金融服务的关键上下文因素.
- 对于在不同市场运营的金融机构来说,了解信任动态至关重要.
- 营销策略应适应不同程度的社会信任.
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