Research On The Impact Of Horizontal Trust To Consumer Purchase Decision

With the rise of the science and technology new wave, the development of social media is quicker and quicker, while the contact between people is closer and closer. Today consumers like to gathered in their community or circles which are composed of people with similar interests, hobbies or experience. They share their consumption experiences, provide helpful information to each other. The relationship between them becomes more closely, the consumer trust degree for community members enhances. On the other hand, with the exposure of enterprise false propaganda, dishonest or even illegal phenomenon, consumers do not trust enterprises like before any more. Under such a realistic background, consumers turn to trusting other consumers from trusting enterprises. Philip Kotler explained that the trust relationship is transforming from vertical trust to horizontal trust.In marketing field, the previous research on consumer trust mainly focus on vertical trust, such as consumer trust in enterprises, trust in marketing persons, trust in websites and so on. Research on horizontal is not very popular yet.This study uses empirical method to research horizontal trust. It mainly studies the influence of horizontal trust on consumer purchase decision. Firstly, according to the previous research literatures on trust, this study develops horizontal trust scale based on interviews and empirical study. Horizontal trust includes three dimensions, consumer ability, consumer benevolence and consumer integrity. Secondly, with horizontal trust as the independent variable, consumer purchase decision as the dependent variable, perceived value as the mediator variable, perceived risk as the moderator variable, this study constructs two models, and puts forward the hypothesis. Thirdly, the study tests the model and hypotheses through questionnaires design and data collection. The research results show that the horizontal trust has positive effects on consumer purchase decision, perceived value has a mediating effect between horizontal trust and consumer purchase decision, perceived risk has a negative moderating effect on the relationship between horizontal trust and consumer purchase decision.In the end, according to the conclusions of this study, the author puts forward the suggestions for enterprises. First, pay attention to the powerful influence of community. Second, pay attention to word-of-mouth communication among consumers. Third, make consumers to play the main role of marketing. Forth, take the responsibilities of enterprise, drive marketing by enterprises’ values.