CAJ | 학술논문

本文采用情景模拟法,以餐饮业为例,分别测评了单一属性低度承诺、多属性适度承诺和完全满意承诺对于消费者信任和购买意愿的影响,结果发现三类服务承诺对于消费者信任和购买意愿的影响存在显著差别,其影响程度依次是多属性适度承诺、单一属性低度承诺和完全满意承诺;其次,消费者对于服务承诺的信任（包括认知信任和情感信任）显著正向影响其购买意愿;再次,消费者对于服务承诺的认知信任显著正向影响其情感信任;最后,企业形象（包括良好和中等）对服务承诺之于顾客信任和购买意愿的影响有一定调节作用,但调节作用不显著。
본문채용정경모의법,이찬음업위례,분별측평료단일속성저도승낙、다속성괄도승낙화완전만의승낙대우소비자신임화구매의원적영향,결과발현삼류복무승낙대우소비자신임화구매의원적영향존재현저차별,기영향정도의차시다속성괄도승낙、단일속성저도승낙화완전만의승낙;기차,소비자대우복무승낙적신임（포괄인지신임화정감신임）현저정향영향기구매의원;재차,소비자대우복무승낙적인지신임현저정향영향기정감신임;최후,기업형상（포괄량호화중등）대복무승낙지우고객신임화구매의원적영향유일정조절작용,단조절작용불현저。
This study adopts the method of scenario simulation experiment to evaluate the effects of Single Attribute Low Guarantee, Multi-Attribute Moderate Guarantee and Unconditional Guarantee on consumers＇ trust and purchase intention, taking catering as example. The resuhs show that the effects of three kinds of service guarantee on consumers＇ trust and purchase intention are significantly different. The influence degree in order is Multi-Attribute Moderate Guarantee, Single Attribute Low Guarantee and Unconditional Guarantee. Secondly, the consumers＇ trust in service guarantee, including cognitive trust and affective trust, has significant positive effects on their purchase intention. Thirdly, the consumers＇ cognitive trust of service guarantee has positive significant effects on their affective trust. Finally, enterprise image, including favorable image and medium image, has certain regulation of the effects of service guarantee on consumers＇ trust and purchase intention, though the regulationis not significant.