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Die Bedeutung von Vertrauen in risikoreichen Kooperationsentscheidungen — Analyse der theoretischen Grundlagen und empirische Überprüfung

Author

Listed:
  • Sylvie Römer
  • Dieter K. Tscheulin

    (Albert-Ludwigs-Universität Freiburg)

Abstract

Zusammenfassung Der vorliegende Beitrag analysiert das Zustandekommen vertrauensvoller Kooperation in Abhängigkeit des Risikosausmaßes von Entscheidungssituationen. Vertrauensgeber (Kunden) haben neben der Aufnahme des Risikos die Möglichkeit Informationen zu suchen, woraus für Vertrauensnehmer die Gefahr der Abwanderung des Gebers an einen Konkurrenzanbieter entsteht. Das Wirkungspotenzial von Vertrauen auf Konsumentenverhalten relativ zur Herausforderung des Risikos einer Entscheidungssituation wird analysiert und mit Hilfe eines Experimentes der Einfluss des Risikos und des empfundenen Vertrauens des Gebers in den Nehmer auf die Wahrscheinlichkeit für vertrauensvolle Kooperationsentscheidungen empirisch geprüft. Wesentliches Ergebnis ist, dass Vertrauen zwar einen positiven, jedoch mit steigendem Risiko der Entscheidungssituation stark abnehmenden Einfluss auf die Wahrscheinlichkeit für vertrauensvolle Kooperation hat. Die Beeinflussungsmöglichkeiten des Konsumentenverhaltens mit Hilfe von Vertrauen sind diesen Ergebnissen zufolge stark eingeschränkt.

Suggested Citation

  • Sylvie Römer & Dieter K. Tscheulin, 2008. "Die Bedeutung von Vertrauen in risikoreichen Kooperationsentscheidungen — Analyse der theoretischen Grundlagen und empirische Überprüfung," Schmalenbach Journal of Business Research, Springer, vol. 60(5), pages 434-458, August.
    • Handle: RePEc:spr:sjobre:v:60:y:2008:i:5:d:10.1007_bf03372801
    DOI: 10.1007/BF03372801
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    References listed on IDEAS

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    More about this item

    Keywords

    Consumer Behavior; Decision Theory; Health Care Management; Trust;
    All these keywords.

    JEL classification:

    • M10 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - General
    • M14 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - Corporate Culture; Diversity; Social Responsibility

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