Information Communication Strategy of Hypocritical Behavior, Hypocrisy and Consumer trust

Main Article Content

wei wu
Colin W. K. Chen

Abstract

This paper studies how two enterprise hypocrisy behavior information communication strategies that are “speaking first then doing” strategy and “ doing first then speaking” strategy to impactconsumer trust and the mediating effect of hypocrisy. By the one-dimensional and multiple-regression analysis, the paper studies the influence of communication strategies of hypocrisy on hypocrisy, the influence of hypocrisy on consumer trust and the communication strategy of hypocrisy on consumer trust, and then studies the mediating effect of hypocrisy. The research results show that the information communication strategy of “speaking first then doing” is more likely to cause consumer hypocrisy than the “doing first then speaking” information communication strategy; consumer hypocrisy has negatively effect on ability trust, Integrity trust and kindness trust; Enterprise information communication strategy has a significant negative effect on consumer's ability to trust, integrity trust and good trust; hypocrisy has a mediating effect between enterprise information communication strategy and ability trust, but not significant; hypocrisy has a significant mediating effect between corporate communication strategies and integrity trust or goodness trust.

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บทความวิจัย

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