Empirical Research On Influencing Factors Of Trust In New Product Development Based On Structural Equation Model

With the development of current science and economy, our country has been basically bid farewell to the era of the shortage economy. The structure of social demand shows diverse trends and the life cycles of products are getting shorter and shorter, whether the enterprise can develop new products continuously according to the rapidly changing of markets is becoming the key factor which decides the performance. These enterprises, however, are facing the financial pressure, uncertain market prospects and many other risks in the process of new product development (NPD), so they will seek partners to form a strategic alliance to reduce the risk. However, the core of alliance relationship is trust, so the trust among NPD process is becoming more and more important.This paper reviews the basis research theories of the new product development process of trust-related, analyzes the status and development of new products before of A.O. Smith (China) Water Heater Co., Ltd. as the representative of the Yangtze River Delta manufacturing enterprises and designs the questionnaire. In this paper, the formation of trust in NPD had been divided into three stages from a dynamic perspective and proposed three new concepts which are the expectation of trust, the sense of trust and the feelings of trust. Then we built the conceptual model of NPD based on the logic relationship between the three concepts. This paper will adopt the method of theory analysis combined with empirical research to explore the key factors which influenced the different stage and the hypothesis of the logical relationship between variables had been put forward, the influence of cooperation satisfaction in the process of establishing the trust had also been explored.Based on the data collecting from questionnaire, we used statistics analysis software such as SPSS 18.0 and Lisrel8.7, adopting description analysis, reliability, validity, factor analysis and structure equation methods to test the assumption and the conceptual model. Finally the main conclusions were as follows based on theories analysis and empirical research:1. The expectation of trust has a significant positive impact on the sense of trust.2. The influence between the expectation of trust towards the feelings of trust cooperation in the next process will be affected by the other cooperative behavior, the level of trust will change, so it is expected the formation of the final feeling of trust or not trust and no significant effect.3. The sense of trust has a significant positive impact on cooperation satisfaction.4. The expectation of trust has a significant positive impact trust on cooperation satisfaction.5. Cooperation satisfaction has a significant positive impact on the feelings of trust.6. The sense of trust partially mediated the relationship between the expectation of trust and cooperation satisfaction.7. Cooperation satisfaction partially mediated the relationship between the sense of trust and feelings of trust.