CAJ | 학술논문

本文在对交叉购买的研究中，以不同信任维度为中介变量，研究不同类型服务互动对交叉购买产生的影响。结果表明，不同信任维度下交叉购买的前置因素影响交叉购买的中介效应是不同的；并且，本文从过程角度出发．以服务互动作为交叉购买的前因，研究不同类型服务互动基于不同信任维度对交叉购买的影响。企业在今后的生存发展中应注重提升企业服务互动质量，促进形成顾客对企业的认知型信任，并进一步形成顾客的情感型信任。
본문재대교차구매적연구중，이불동신임유도위중개변량，연구불동류형복무호동대교차구매산생적영향。결과표명，불동신임유도하교차구매적전치인소영향교차구매적중개효응시불동적；병차，본문종과정각도출발．이복무호동작위교차구매적전인，연구불동류형복무호동기우불동신임유도대교차구매적영향。기업재금후적생존발전중응주중제승기업복무호동질량，촉진형성고객대기업적인지형신임，병진일보형성고객적정감형신임。
With the help of research on cross selling and taking trust dimension as the intermediate variable, the impacts of different types of service interaction on cross buying has been analyzed. It shows that different trust dimensions will have different impacts on the intermediate effect of cross buying＇ s antecedent factor on cross buying. Further more, starting from the process, taking service interactive behavior as the antecedent causes for cross buying and based on different trust dimensions, the impacts of different types of service interaction on cross buying are analyzed. In future development, the enterprises should pay more attention to improving the quality of service interaction, develop customers＇ acknowledge-oriented trust in enterprises, and further develop customers＇ emotion-oriented trust.