Building Trust

本文探讨了建立高效团队中信任的重要性,并提出了四个关键措施:增进成员间的了解、习惯于分享知识和经验、建立共同的理解以及公正地评估绩效。

Mutual trust is most basic for building a good team. Without trust, building a harmonious team is almost impossible, because lots of team works totally depend on mutual trust within the team. For instance, the effectiveness of peer review for code and document is decided by the degree of mutual trust between team members. If someone doesn’t trust others, she/he could not seriously take in any comments or suggestions from others; instead she/he will simply defend her/his original working output in a blind way. Again, getting real working status, popularizing new working method, and changing work assignments all need mutual trust.

 

Now that trust is in the centre of smooth team work, how can we build it effectively?

 

1.       Be well familiar with each other.
The prerequisite of trusting a man is you well know her/him. If you don’t know someone, it’s almost impossible for you to really trust her/him automatically and from your bottom of heart. Regarding being familiar with some, just knowing her/his name is totally not enough. You need to know her/his education background, past working experience, personality and even personal hobbies and interests. Besides knowing others through working together, some outside team building activities and entertainments such as team diner and sports can largely facilitate trust building process. This is the reason why some companies give each team a regular team building fee.

2.       Be used to sharing knowledge and experience.
Encouraging knowledge and experience sharing in the team wide help team members build mutual trust. If someone gets used to learn knowledge and experience from others, it’s not difficult for her/him to seriously consider other guys’ negative feedbacks. Apart from helping build trust, knowledge sharing also accelerates individual and team improvements in a variety of areas. There are many styles of knowledge sharing activities, which will be addressed in later chapter.

3.       Build common understanding.
Only if we can reach common understanding for day-to-day team work, can we work together in trustable and harmonious atmosphere. Common understanding is easy to say, but at times hard to reach. Everyone probably has her/his view for some thing. When facing different understanding for one thing, negotiation is a must. The problem is how to negotiate and how to exchange different understanding so as to reach agreement? As team leader, you should organize effective and efficient discussion session, within which give everyone a chance to explain her/his own concern and understanding on the matter and ask everyone, besides defending his/her own view, to unbiased understand other guys’ thoughts. Don’t let your ass decide your mind. Assuming you sit on other guys’ seat help reach agreement.
However, anyway, we are living in a realistic world, not in an ideal Utopia. From time to time, it’s unrealistic to ask every one totally to accept the agreement due to different background and viewpoints. In that case, compromise probably is the last resort for pushing team work forward.

4.   Fairly performance evaluation.
     As team leader, one of your major responsibilities is to fairly evaluate your staff’s performance. Fair performance assessment and corresponding reward and recognition help maintain team morale on the basis of mutual trust in the long term. In addition, letting team member feel her/his performance being fairly assessed and recognized is helpful for consolidating your authority.

能帮我做一份完整的问卷吗? 2.1Stimulus-Organism-Response Model (SOR) Existing quantitative studies predominantly rely on behavioral indicators such as click-through rate and conversion rate (Zhong et al. 2024), or biometric sensors like eye-tracking experiments to measure consumer responses (Kim and Lee 2021). However, these approaches fail to fully capture the dynamic cognitive and emotional processes of elderly consumers. Behavioral indicators only reflect the final outcomes of live streaming, without identifying specific elements that drive these results. Meanwhile, biometric sensors primarily measure short-term physiological responses, such as arousal, and fail to capture the long-term trust-building that occurs during live broadcasts. This oversight is significant, as trust established over time is crucial for understanding the deeper cognitive and emotional engagement of elderly consumers. The Stimulus-Organism-Response (SOR) model, originally developed within the field of environmental psychology (Mehrabian and Russell 1974), has since found extensive application in marketing and e-commerce research (Eroglu, Machleit, and Davis 2001). This model offers a comprehensive framework for analyzing how external stimuli trigger internal states, which subsequently drive behavioral responses. In live-streaming e-commerce, stimuli encompass content characteristics such as product displays and characteristics of host. These elements interact with the cognitive and affective systems of elderly consumers, ultimately influencing their purchase intention. Critically, the SOR model alone is sufficient to fully explain the dual-path decision-making processes observed among elderly populations. By combining these theoretical perspectives, this framework not only bridges the gap between environmental stimuli and elderly consumers’ cognitive and emotional trade-offs, but also offers a more nuanced understanding of their decision-making dynamics. 2.2Stimulus (S) Content marketing demonstrates its distinct advantages when targeting the elderly market segment. Research by Lesakova (2016) indicates that this demographic places an emphasis on the intrinsic utility of the products and the degree of satisfaction of their own needs. Content marketing is particularly effective in enhancing awareness and trust in product value by providing detailed product information and practical use cases. To better understand the underlying mechanisms, the design of live-streaming content for elderly consumers requires careful consideration of three critical dimensions: content relevance, information quality, and host characteristics. In terms of content relevance, elderly consumers demonstrate a clear preference for content that aligned with their physiological needs (Liu et al. 2025) and psychological preferences (Thörnqvist et al. 2025). Empirical evidence from CBNData reveals a significant expansion in the consumption of online health and nutritional products among senior citizens, with the market scale nearly doubling over the past three years (Hu, Fu, and Gan 2022). This trend underscores the elderly cohort's pronounced emphasis on functional utility. Particularly noteworthy is the emerging "new elderly" demographic, comprising individuals born in the 1960s and 1970s (Li 2022). This group exhibits elevated digital proficiency, enhanced disposable income, and diverse consumption aspirations spanning health maintenance, cultural tourism, and lifelong learning pursuits (Cheng 2025). Consequently, content strategies targeting this demographic must evolve to accommodate their active lifestyle orientations and multifaceted consumer requirements. Regarding information quality, particular attention should be given to the clarity of information presentation and product displays. Clarity, in this context, involves the volume, pace, and complexity of the information. Product displays, pertain to the demonstration of the use cases and the strengths and weaknesses of products. On one hand, well-designed product displays can effectively alleviate the uncertainty that elderly consumers may experience regarding products. By enabling interaction, these displays can also cultivate trust. This is especially significant given that elderly individuals tend to be more cautious during the decision-making process, as noted by Lu and Chen (2021). On the other hand, elderly consumers often struggle with information overload and technical complexity in digital environments (Qian 2024). Product descriptions that are overly detailed or laden with jargon can be particularly overwhelming for this demographic. Research in the domain of live-streaming e-commerce has indicated that employing simplified yet comprehensive explanations can significantly enhance cognitive accessibility for users (Qian 2024). Therefore, it is of great importance to comprehend the threshold between simplicity and informativeness in product presentations. Host characteristics represent a key dimension in live-stream shopping. The credibility of anchors and the use of dialects are two significant factors within this dimension. Research has demonstrated that the credibility of presenters or influencers exerts a substantial influence on purchase decisions, particularly in live-stream shopping contexts (Chen et al. 2024). Elderly consumers, who may harbor greater skepticism toward generic marketing claims, are more likely to be swayed by the expert endorsements of anchors. Such endorsements confer a sense of authority and trustworthiness, which are paramount for this demographic. In addition, the use of dialects also plays a pivotal role in reducing perceived risks and fostering reliability. This reliability, in turn, reinforces the trust-building process. For elderly consumers who prioritize authenticity and genuine connections (Leigh, Peters, and Shelton 2006), the use of dialects can be especially potent. However, the specific role of dialects in constructing trust among elderly consumers remains unexplored in the current literature. 2.3Organism (O) The organism component of the SOR framework captures the cognitive and affective mechanisms through which elderly consumers process live-streaming stimuli. Breaking it into perceived value, cognitive load, and trust allows for a nuanced analysis of their decision-making processes in live-streaming environments. Cognitive engagement in elderly consumers manifests through perceived value and the cognitive load. Perceived value is a key concept in consumer behavior research. It represents the consumers' subjective evaluation of the overall benefits they expect to receive from a product or service relative to its costs (Zeithaml 1988). In the context of live-streaming, when the content is highly relevant and informative, consumers may perceive that they are getting more value for their time and potential purchase. Higher perceived value can lead to more positive attitudes toward the products and stronger purchase intentions. Previous research points out that informative product display could significantly enhance perceived value while reducing uncertainty by the means of detailed use cases and risk-benefit comparisons (Lu and Chen 2021). Additionally, information aligned with their health interests significantly boosts perceived value (Gong et al. 2024). According to Sweller (1988), cognitive load refers to the psychological pressure generated by the working memory system when an individual is processing information, learning or solving problems due to the total amount and complexity of information. When task demands exceed its capacity, it can lead to cognitive overload, reducing learning efficiency or decision quality. Therefore, cognitive limitations in aging populations, such as reduced working memory and processing speed, heighten susceptibility to cognitive overload (Pavlidis 2025).While younger users tolerate high information density (Lee et al. 2023), elderly consumers often experience overload from complex interfaces or rapid presentations in live-streaming (Qian 2024). Trust is generally defined as the psychological state in which an individual or group, in the presence of risk or uncertainty, is willing to take vulnerability behavior based on positive expectations of the reliability, goodwill, or ability of others (Mayer, Davis, and Schoorman 1995). Informative product displays, which provide risk-benefit comparisons, align with the positive expectation of reliability. Similarly, the use of dialects can enhance trust and foster emotional bonds with elderly consumers. Expert endorsements also play a key role in building trust by providing a sense of trustworthiness. For instance, the "White Coat Effect" shows that the presence of medical professionals in live streams can increase trust (Brase and Richmond 2004). Given their cautious approach to decision-making and higher susceptibility to uncertainty, elderly consumers tend to place greater reliance on emotional trust (Leung, Zhong, and Sun 2025). This emotional bond can significantly boost their engagement and purchase intentions in the context of live-streaming e-commerce. Based on the above discussion, the following hypotheses are formulated: H1: Content relevance has a positive impact on the perceived value of elderly consumers. H2: Product displays have a positive impact on the perceived value of elderly consumers. H3: Product displays has a positive effect on the trust of elderly consumers. H4: The clarity of information has a negative impact on the cognitive load of elderly consumers. H5: Expert endorsement has a positive impact on the trust of elderly consumers. H6: The use of dialects has a positive impact on the trust of elderly consumers. 2.4Response (R) Purchase intentions reflect consumers' likelihood of making a purchase decision (Wang 2024). In the live-streaming environment, elderly consumers' purchase intentions are shaped by various factors. As mentioned earlier, stimulus factors like content design can influence organism factors such as perceived value, cognitive load and trust, which ultimately affect purchase intentions. Existing literature has indicated that positive perceived value (He 2024) and high trust levels (Lu, Fan, and Zhou 2016) can enhance purchase intentions, while high cognitive load tends to have a negative impact (Allen et al. 2013). By understanding these relationships, businesses can adjust their live-streaming content strategies to foster more favorable purchase intentions among elderly consumers. Therefore, the following hypothesis is proposed: H7: Perceived value has a positive impact on the purchase intention of elderly consumers. H8: Cognitive load has a negative impact on the purchase intention of elderly consumers. H9: Trust has a positive impact on the purchase intention of elderly consumers.
05-11
评论
成就一亿技术人!
拼手气红包6.0元
还能输入1000个字符
 
红包 添加红包
表情包 插入表情
 条评论被折叠 查看
添加红包

请填写红包祝福语或标题

红包个数最小为10个

红包金额最低5元

当前余额3.43前往充值 >
需支付:10.00
成就一亿技术人!
领取后你会自动成为博主和红包主的粉丝 规则
hope_wisdom
发出的红包
实付
使用余额支付
点击重新获取
扫码支付
钱包余额 0

抵扣说明:

1.余额是钱包充值的虚拟货币,按照1:1的比例进行支付金额的抵扣。
2.余额无法直接购买下载,可以购买VIP、付费专栏及课程。

余额充值