短信服务失误对品牌信任的影响

Acta Metallurgica Sinica(English letters)

短信服务失误对品牌信任的影响

刘丹1，李莹2

1．北京邮电大学经济管理学院；2．北京邮电大学软件学院

收稿日期:2009-01-05 修回日期:1900-01-01 出版日期:2009-04-30

ImpactsofSMSservicefailureonbrandtrust

LIU Dan1, LI Ying2

1School of Economics and Management, BUPT;
2School of Software Engineering, BUPT

Received:2009-01-05 Revised:1900-01-01 Online:2009-04-30

摘要/Abstract

摘要： 设计了4个短信服务失误的情景，通过调查问卷的方式对大学生（N=175）手机使用者进行调研，探讨短信服务失误对品牌信任度的相关性。研究结果表明，短信服务失误与品牌信任度之间存在着显著的相关关系，短信发送出现乱码和垃圾短信对短信品牌信任负面影响较大。

关键词: 短信服务, 品牌信任

Abstract: This article designs 4 short message service (SMS) service failure scenarios and takes 175 college student subscribers as survey samples, to explore the relationship between SMS service failure and band trust The results prove the previous hypothesis, and spam text messages have the most negative effects on brand trust

Key words: shortmessageservice, brandtrust

中图分类号:

刘丹1，李莹2. 短信服务失误对品牌信任的影响[J]. Acta Metallurgica Sinica(English letters).

LIU Dan1, LI Ying2
. ImpactsofSMSservicefailureonbrandtrust[J]. Acta Metallurgica Sinica(English letters).