Measurement of Trust in Salesperson–Customer Relationships in Direct Selling

Abstract

No readily available scales exist that are appropriate to the measurement of trust in direct selling. This paper presents a conceptualization of trust that focuses on its nature and presents it as an affect—that is, a combination of attitudes and emotions. To develop a scale that reflects this approach, a two-country study is conducted looking at the perceptions of buyers regarding the trust they place in direct selling salespeople. Three distinct measures of trust and two related measures, based on scales developed for use in contexts other than direct selling, are utilized. The measurement properties of all five are shown to be adequate; however, differences are apparent in their robustness and in the pattern of responses in the two countries. Moreover, one measure (Trust 3) clearly is inferior to the other measures. The paper concludes with a discussion of the effectiveness of these measures of trust and suggestions for future refinements to them.