, 1
9072 
6472信任品指的是消费者在使用之后也较难判断其质量的产品。以往关于信任品管理和创新的研究大多集中在企业层面和市场分析层面，而通过个体层面的消费者视角来探索信任品管理绩效的研究则较少。鉴于此，本文站在个体层面将消费者对信任品的采纳作为企业管理信任品绩效的考量指标，探索在网络购物情境下，市场信号对信任品采纳的影响机制及其影响因素。三项实验的结果表明，独立型自我建构的消费者对展示第三方认证信号（相较于在线评论信号）的信任品有更积极的评价，而相依型自我建构的消费者对展示在线评论信号（相较于第三方认证信号）的信任品有更积极的评价，而这种效应通过影响消费者的感知信任起作用。
市场信号对信任品采纳的影响研究：基于自我建构的调节效应
摘要
参考文献
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引用本文
沈曼琼, 王海忠, 刘笛, 等. 市场信号对信任品采纳的影响研究：基于自我建构的调节效应[J]. 外国经济与管理, 2019, 41(11): 99-113.
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