Volume 4,Issue 4
直销行业保健品的消费者忠诚度—— 基于消费信任的视角
直销行业保健品的消费信任对消费者忠诚度有重大影响，其消费信任主要由消费者的特质、经营者的特质，以及两者之间的互动因素构成。消费者的特质包括信任倾向、个性、消费理性倾向等。经营者的特质包括被信任倾向、个性、品质以及专业能力等。互动因素包括先行因素、两者之间互动过程以及结果等。
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