CAJ | 학술논문

信任涉及一个社会的基本秩序，是进行合作、交易的基础，也是激发购买行为发生的关键变量。长期以来，由于大众媒体对非法传销事件的大量负面报道，使消费者对合法直销和非法传销发生了认知上的混淆，从而导致了直销模式不可信的刻板印象的产生。本研究以直销品牌玫琳凯、雅芳和非直销品牌欧莱雅、资生堂为样本，通过心理学的内隐联想测验（IAT，Implicit Association Test）在性别和积极情景线索两个维度的检验中，证实了中国消费者对包括国际著名品牌在内的整个直销行业不信任的刻板印象以及积极情景线索可以起到降低刻板印象的作用。
신임섭급일개사회적기본질서，시진행합작、교역적기출，야시격발구매행위발생적관건변량。장기이래，유우대음매체대비법전소사건적대량부면보도，사소비자대합법직소화비법전소발생료인지상적혼효，종이도치료직소모식불가신적각판인상적산생。본연구이직소품패매림개、아방화비직소품패구래아、자생당위양본，통과심이학적내은련상측험（IAT，Implicit Association Test）재성별화적겁정경선색량개유도적검험중，증실료중국소비자대포괄국제저명품패재내적정개직소행업불신임적각판인상이급적겁정경선색가이기도강저각판인상적작용。
Trust is closely related to basic social order, and is the base of cooperation and trade. It is also a key variable to stimulate purchasing behavior. For a long time, due to mass negative reports on illegal pyramid selling events from Chinese mass media, consumers are confused about legal direct-selling and illegal pyramid selling, and view them as the same thing, which leads to a stereotype that mode of direet-selling is unreliable. Marketing practice and people＇s rational analysis tends to believe that the stereotype towards direct-selling usually happens when products are low-end and unknown, and consumers do not have bias when products are from big companies and enjoy high popularity and reputation. This paper adopts attitude scale to conduct a pre-test. The test takes direct-selling brands MaryKay and Avon and indirect-selling brands L＇oreal and Shiseido as examples to examine people＇s impression on direct-selling industry and their attitude towards it. Results show that when faced with these famous cosmetics brand, people＇s explicit attitude including popularity, reputation, quality, and loyalty does not show any negative clues on distrustfulness of direct-selling brands. However, applied psychology＇s implicit association test （IAT） this paper uses proves that Chinese consumers do have stereotype towards the whole direct-selling industry including internationally known direct-selling companies. The test is conducted from two dimensions： namely, gender and positive scene clues. No matter scene clues appear or not, gender does not have a significant influence on IAT. It seems that stereotype of direct-selling industry greatly simplifies consumers＇ cognitive and evaluation process towards direct-selling people and direct-selling products, which is why gender difference is not obvious towards stereotype of direct-selling cosmetics brand（s） even when male and female- used cosmetics brand is of low relevance. Research has also found that individual＇s implicit association stereotype will decrease when positive scene clues on direet-selling industry are given.