Title
Managing trust in direct selling relationships
Document Type
Journal article
Source Publication
Marketing Intelligence & Planning
Publication Date
1-1-2012
Volume
30
Issue
5
First Page
588
Last Page
603
Publisher
Emerald Publishing Limited
Keywords
Hong Kong, Trust, buyer-seller relationships, direct selling, non-store retailing
Abstract
Purpose – The purpose of this paper is to investigate trust in salespersons of direct selling companies. The major purpose of the study is to examine three alternative measures of trust and to assess the effects of consumer trust in the direct selling salesperson on intended purchase behavior in a non-Western culture, Hong Kong. Design/methodology/approach – The research was designed as a personal interview survey of purchasers and non-purchasers of product from direct selling companies in Hong Kong. A street-intercept method of personal interview was used in three major shopping areas. The major measurement was of three different measures of trust in buying behavior from direct selling companies. Findings – Survey results show that the measures of trust are not equally significant in being related to intention to repurchase. Only one measure, “Affect Trust”, is statistically correlated to repurchase intention. This measure is based on emotions which are affective in nature. Originality/value – Gaining trust is crucial to all salespeople, industrial and consumer alike, as trust facilitates an exchange relationship while mistrust hinders it. Consequently, having valid measures of trust is essential to ensuring that exchange relations are positive. The research to date has been in the context of Western cultures and is dated (ten or more years ago). The paper examines trust in a non-Western culture. In addition, the sales relationships studied in the past have been non-direct selling. The paper expands this domain as it looks at direct selling to consumers in a non-fixed business location.
DOI
10.1108/02634501211251070
Print ISSN
02634503
E-ISSN
17588049
Publisher Statement
Copyright © 2012, Emerald Group Publishing Limited
Access to external full text or publisher's version may require subscription.
Full-text Version
Publisher’s Version
Language
English
Recommended Citation
Poon, S. P., Albaum, G., & Chan, P. S. F. (2012). Managing trust in direct selling relationships. Marketing Intelligence & Planning, 30(5), 588-603. doi: 10.1108/02634501211251070
