Acta Metallurgica Sinica(English letters)

• 通信管理 • 上一篇    下一篇

短信服务失误对品牌信任的影响

刘丹1,李莹2   

  1. 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. 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: 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: