基于公平视角的买方垄断市场信任机制实证研究——以发电市场为例

刘思强; 杨伟文; 叶泽

基于公平视角的买方垄断市场信任机制实证研究——以发电市场为例

引用本文：刘思强，杨伟文，叶泽.基于公平视角的买方垄断市场信任机制实证研究——以发电市场为例[J].财经理论与实践,2013,(5):112-115

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作者	单位
刘思强，杨伟文，叶泽	1．中南大学商学院,湖南长沙410083；2.长沙理工大学经济与管理学院，湖南长沙410004)

中文摘要: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。

中文关键词:买方垄断感知公平客户信任

Empirical Research on Trust Mechanism of Buyer's Monopoly Market: Taking the Electric Power Market as an Example

Abstract:The empirical research has been done based on the data from 200 effective questionnaires 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 paper, such as to build reliable relationship customer relationship and establish a manipulative system to ensure the fairness.

keywords:Buyer's monopoly Perceived justice Customer trust

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