Research on the Impact of Social Media Relationship Strategies on Customer Trust——Based on Smartpls
- 10.2991/978-94-6463-024-4_22How to use a DOI?
- Relationship maintenance strategy; perceived authenticity; value congruence; cognition-based trust; affect-based trust
With the widespread use of social media, online interaction between enterprises and customers of social media has become an important way for enterprises to maintain the customer relationship. We develop a dual-process model to explore the mechanism of the company’s online customer relationship maintenance strategies and customer trust. Hypothesis were tested using data from 163 customers of high-end boutiques by PLS method and Smartpls software. PLS method is used to test the effectiveness and hypothesis of measurement, and Smartpls software is used to establish the structural equation model for empirical analysis. We found that online prosocial relationship maintenance strategy including positivity and supportiveness significantly improves customers cognitive trust and emotional trust. While antisocial strategy including fraud and avoidance strategies reduces the customer’s cognitive trust and emotional trust. Social influence dual-process including internalization and identification exactly play a mediator role. Consumer’s perceived authenticity and value congruence mediate the relationship between relationship maintenance strategy and customer trust. Finally, this paper illustrates the practical implications on companies’ relationship maintenance strategies to improve customer trust and performance.
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Cite this article
TY - CONF AU - Zhenglin Zhang AU - Yingsong Feng AU - Taiwen Feng PY - 2022 DA - 2022/12/12 TI - Research on the Impact of Social Media Relationship Strategies on Customer Trust——Based on Smartpls BT - Proceedings of the 2022 2nd International Conference on Education, Information Management and Service Science (EIMSS 2022) PB - Atlantis Press SP - 200 EP - 210 SN - 2589-4900 UR - https://doi.org/10.2991/978-94-6463-024-4_22 DO - 10.2991/978-94-6463-024-4_22 ID - Zhang2022 ER -