近年來「信任」在市場交易所扮演的角色，已逐漸受到行銷學者的重視，許多行銷上的研究指出，顧客對公司及公司代理人的信任度，會影響顧客的忠誠度。通常顧客對大範圍市場環境的信任程度，會影響到顧客本身與專業服務人員的交易信任情形--如對制定市場規範單位的信任及對市場專業督導者的信任。本研究根據文獻，將大範圍信任區分為三種類型(制度信任、角色信任、一般化信任)，藉以探討此信任機制對交易對象之小範圍信任(公司特有信任、人際信任)的影響，以台灣直銷公司的直銷商為主要調查對象，實證此信任模式之影響關係。實證結果發現，就交易對象信任而言，大範圍信任不是一種替代觀點，而是一種基礎觀點的信任，即大範圍信任並不直接影響顧客之忠誠度，而是透過小範圍信任的中介效果，來影響顧客忠誠度。

The role of trust in market exchange has been of consistent interest to marketing researchers over the past decade. Many researches in marketing have shown that customer trust in a company and its representatives can positively influence customer loyalty. However, a customer’s deal with a particular product/service provider can also be influenced by the customer’s trust in the broader marketplace—for example, trust in those who regulate the market and trust in the professionals who populate the marketplace. Drawing from a number of disciplines in addition to marketing, we identify three types of trust (Institutional Trust, Role Trust, Generalized Trust) in the broader marketplace that might influence trust (interpersonal trust, firm-specific trust) between two exchange partners. Using survey results collected from direct sellers of Taiwan’s direct selling companies, we test competing theories about the influence of this trust. Our results show that the influence of broad-scope trust on customer loyalty is not direct, but is mediated by narrow-scope trust. Because the substitutional view implies a direct relationship between broad-scope trust and customer loyalty, this finding supports the foundational view of the relationship between broad-scope and narrow-scope trust.

目 錄
第一章 緒 論 1
第一節 研究背景與動機 1
第二節 研究目的 5
第三節 研究問題 5
第四節 研究流程與步驟 6
第二章 直銷之本質與顧客特性 7
第一節 直銷之本質 7
第二節 直銷顧客之特性研究 14
第三章 文獻探討 17
第一節 信任相關理論 17
第二節 信任之分析層次 29
第三節 大範圍信任對小範圍信任之影響 34
第四節 顧客忠誠度 36
第四章 研究方法 45
第一節 研究架構與假設 45
第二節 母體定義與抽樣設計 50
第三節 變數定義與衡量 53
第四節 資料分析方法 59
第五節 其他資料分析法 68
第六節 測量模式分析 70
第五章 研究結果分析 77
第一節 樣本資料分析 77
第二節 信度與效度分析 85
第三節 結構模式之配適度分析 95
第四節 研究假設之檢定分析 104
第六章 結論與建議 111
第一節 研究結論 111
第二節 研究建議 115
第三節 研究貢獻 117
第四節 管理與實務意涵 117
第五節 研究限制 119
第六節未來研究方向 120
參考文獻 122
附錄一：直銷產品客戶之信任度問卷調查 132

表 目 錄
表 3-1 行銷學者對信任之定義 20
表 3-2 以信任產生的基礎分類 24
表 3-3 被信任者前因變數 28
表 3-4 大範圍信任與小範圍信任之關係(基礎觀點) 35
表 3-5 大範圍信任與小範圍信任之關係(替代觀點) 36
表 4-1 制度信任評量題項 54
表 4-2 角色信任(直銷商)評量題項 55
表 4-3 一般化信任評量題項 56
表 4-4 公司特有信任評量題項 56
表 4-5 人際信任(上線直銷商)評量題項 57
表 4-6 顧客忠誠度評量題項 59
表 4-7 評量模式配適度指標 66
表 4-8 基礎觀點測量模式之潛在變項 70
表 4-9 基礎觀點測量模式潛在變項之觀察變數 72
表 4-10 替代觀點測量模式之潛在變項 73
表 4-11 替代觀點測量模式潛在變項之觀察變數 75
表 4-12 問卷發放數量統計 52
表 5-1 問卷樣本之人口資料分析 78
表 5-2 研究變項之平均數與標準差 79
表 5-3 不同性別之受訪者在研究構念上之差異分析 82
表 5-4 不同類型之受訪者在研究構念上之差異分析 83
表 5-5 不同年齡層之受訪者在研究構念上之差異分析 83
表 5-6 不同年收入之受訪者在研究構念上之差異分析 84
表 5-7 不同婚姻狀況之受訪者在研究構念上之差異分析 84
表 5-8 不同學歷之受訪者在研究構念上之差異分析 85
表 5-9 大範圍信任量表問項之信度分析 86
表 5-10小範圍信任量表問項之信度分析 87
表 5-11 顧客忠誠度之信度分析 88
表 5-12 信任衡量模式之驗證性因素分析(基礎觀點) 91
表 5-13 信任衡量模式之驗證性因素分析(替代觀點) 92
表 5-14 測量模式的構念相關矩陣(基礎觀點) 94
表 5-15 測量模式的構念相關矩陣(替代觀點) 95
表 5-16 基礎觀點研究模式之配適度分析 97
表 5-17 替代觀點研究模式之配適度分析 100
表 5-18 基礎觀點之結構模型變項效果分析(有中介模式) 105
表 5-19 替代觀點之結構模型變項效果分析(無中介模式) 105
表 5-20 理論結構模式之路徑係數與假設驗證 108

圖 目 錄
圖1-1研究流程圖 6
圖 2-1 消費性商品的銷售模式 13
圖 3-1 顧客對製造商與銷售員信任之觀念模式 40
圖 3-2 信任、代理機制對顧客滿意度與忠誠度之影響 41
圖 3-3 買賣關係中之信任模式 42
圖 3-4 可信賴性、信任、價值與忠誠度之相互關係模式 43
圖 3-5 B2B市場信任模式 44
圖 4-1 大範圍與小範圍信任之影響模式(有中介變項) 46
圖 4-2 大範圍與小範圍信任之影響模式(無中介變項) 47
圖 4-3 大範圍信任與小範圍信任之操作性模型(有中介模式) 71
圖 4-4 大範圍信任與小範圍信任之操作性模型(無中介模式) 74
圖 5-2 基礎觀點之信任結構模式 Q-PLOT 標準化殘差圖 99
圖 5-4 替代觀點之信任結構模式 Q-PLOT 標準化殘差圖 103
圖 5-5 基礎觀點之結構模型分析結果（有中介模式） 106

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