Business, Management and Accounting
3 years ago

Study reveals key differences in Chinese consumers' trust and distrust.

Frontiers in Psychology
Comparing Antecedents of Chinese Consumers’ Trust and Distrust
Dan Zhao, Xiaofeng Shi, Sheng Wei, Ren Jun-sheng

Paper Summary

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The study looked at what makes Chinese consumers trust or distrust retailers. They found that the reasons for trust are different from the reasons for distrust. This means that to gain trust, retailers need to focus on different things than to reduce distrust. So, retailers should work on building trust with consumers while also finding ways to decrease distrust.