The Effects Of Cognitive Trust And Affective Trust On Long-Term Orientation

Relationship marketing scholars generally believe that trust play an improtant role on the formation, development and maintaining of relations, which is necessary to cooperation.However, the interaction of control mechanism and trust has not reach an agreement.Based on the collectivist culture of China,this paper use the method of empirical research to argue that cognition-based trust and affect-based trust have a different impact on the long-term orientation.On the basis of transaction cost theory and social exchange theory,we study the contingency effect of contract type on the trust and long-term orientation.In the empirical study,we choose Software outsourcing industry in Dalian as our object to collect date. In the process of scale development,the scale of guanxi history is on the basis of field interview of several retailers,the other variables are current rape scale from domestic and overseas,we give regulation according to our circumstances and form the scale. Gaving out250questionnaires and recovered223questionnaires,including14invalid questionnaires,finall,we had209valid questionnaires. Then we do reliability of the data inspection and validity inspection,after that,we do the correlation and regression analysis, the empirical results supported most of our assumptions in the model.The results indicate that the cognition-based and affect-based trust both have positive influence on the long-term orientation;in the relationship which the patrners have common experience,affec-based trust has major effect.In contrast, in the relatioship which is newly established,it is cognition-based trust that play the more important role.Implicit contract enhance the relationship between the cognition-based trust and long-term orientation,however,decrease the positive relationship between affect-based trust and long-term orientation.And relational contract enhance the positive influence of the cognition-based trust and affect-based trust on long-term orientation,which is opposite to the the original hypothesises.