财经理论与实践
財經理論與實踐
재경이론여실천
The Theory and Practice of Finance and Economics
2013年
5期
112~115
,共null页
买方垄断 感知公平 客户信任
買方壟斷 感知公平 客戶信任
매방롱단 감지공평 객호신임
Buyer＇s monopoly; Perceived justice; Customer trust
以纵向一体化分离改革后的发电市场为例，依据湖南200家电厂数据。实证结果表明，在买方处于垄断地位，决定卖方经营允许权的情况下，公平行为是建立完善信任机制的前提，其通过影响满意、价值感知的中介作用最终影响信任。据此买方垄断企业应建立完善客户关系信任机制，监管机构建立公平制度和相应平台，维护市场程序。
以縱嚮一體化分離改革後的髮電市場為例，依據湖南200傢電廠數據。實證結果錶明，在買方處于壟斷地位，決定賣方經營允許權的情況下，公平行為是建立完善信任機製的前提，其通過影響滿意、價值感知的中介作用最終影響信任。據此買方壟斷企業應建立完善客戶關繫信任機製，鑑管機構建立公平製度和相應平檯，維護市場程序。
이종향일체화분리개혁후적발전시장위례，의거호남200가전엄수거。실증결과표명，재매방처우롱단지위，결정매방경영윤허권적정황하，공평행위시건립완선신임궤제적전제，기통과영향만의、개치감지적중개작용최종영향신임。거차매방롱단기업응건립완선객호관계신임궤제，감관궤구건립공평제도화상응평태，유호시장정서。
The empirical research has been done based on the data from 200 effective question- naires from Hunan electric power plants. The empirical results show that, in the situation of buyer＇s monopoly and the buyer has the right to decide to allow the seller operating, fairness is a foundation to establish the trust mechanism model, and the satisfaction and perceived value are taken as the intermediary role in this model. Lots of suggestions has been put forward in the pa- per, such as to build reliable relationship customer relationship and establish a manipulative sys- tem to ensure the fairness.
