Research On Trust Factors Between The Small And Medium-sized Enterprises

Pursuant to Chinese traditional culture,“trust” is important moral rule.Confucianism is “trust-treasure if country,protection of common people”.Trust is basic of owning reputation,and fundament of realizing long-term interests.However,with the developing for Chinese economy,and the complexity for environment of competition,trust is facing rigid and awkward status between Chinese enterprises.Especially for SME(small and medium-sized enterprises),independent,flexible and lacking of market exposure,trust is difficult to be emphasized against profit driving.Therefore,indeed handling trust in SME,is the key to guarantee steady development of enterprises.Herein,trust is inducted into the paper,aim at SME discuss trust factors.Basing on transaction cost theory and resource base theory,summing up the trust factors of SME in four aspects,including information cost,opportunistic behavior,proprietary investment and resources complementary.Dividing trust into two dimensions,include relational trust and computational trust,and building trust factors model for SME.Making questionnaire by analysis previous measurement scale and characteristics of SME.Using SPSS17.0 and AMOS17.0 for the descriptive statistics analysis,reliability analysis,validity analysis,correlation analysis and factor analysis,verified the model of trust factors.Providing theory support in establishment and maintain trust relationship for SME.Empirical result shows that information cost,opportunistic,and complementary resources have significant effect on computational trust for SME,opportunism and proprietary investment have significant effect on relational trust.The influence of complementary resources to computational trust is the most important,the influence of proprietary investment to relational trust is the most important.In addition,the result of model optimization shows that computational trust have significant positive effects on relational trust.In other word,part of the computational trust will turn into relational trust in the transaction,and computational trust could consolidate relational trust.