| Our social development is now facing the test of integrity. The obstacle of integrity affects the people communication, economy development and society development. In the living life and enterprise practice, people always deal with integrity with defensive action, but don't look integrity as an edge tool. People who are integrity are often defeat by the people who are not integrity, this fact pricks up the situation to become worse. In fact, good integrity is an edge tool. Owning the good integrity is good to the society, the enterprise, and the individual. The study wants to explore the good integrity from one surface, explores the ways to competitive advantage from the enterprise angle, at the same time, and provides some theories for the establishing of integrity society.The author explores the cause, dimension and result of customer trust from the enterprise viewpoint, and then explores approaches to establishing competitive advantage through some integrity strategies. The research is consisted of the following five research respects:1. Studying the uni-dimension of customer trust. Is the dimesion of customer trust unique? Can it been divided? Whether can we apply the studies on dimesion division of customer trust to the marketing research? Can it work?2. Studying the result of consumer trust. There are two problems to resolve. (1) Which aspects customer trust result in? (2) What result variables we choose into research? What is the relation between them?3. Based on the literature review, we explore factors that affect the customer trust during the purchasing TV set through pretest and judge the key factors.4. Analyzing the direct, indirect and total effect between the customer cause, dimension and result.5. Analyzing the effect of individual distinctions (such as gender, age, education, income and occupation) to the customer perception of trust (trust cause, dimension and result).Based the above research task, we form the theory thinking and frame through which the enterprise can establish competitive advantage through trust measures.The author selects consumers aged over 18 as sample and design consumer trust questionnaires based on literature review and pretest. We deleted some inappropriate measure items through small and large size questionnaire investigation. We use CITC analysis, explore factor analysis, Confirmatory factor analysis, independent-sample T test, analysis of variances, correlation analysis, regression analysis and structural equations modeling analysis to deal with investingation data and test the hypothesis proposed in the study, at last, we get the following research conclusions:1. The author using the pretest to explore the cause of customer purchasing trust. The pretest discovers that the factors affecting customer purchasing TV set can be reduced to six aspect characters, they are enterprise's characters, salers' characters, characters belong to the enterprise and salers, product characters, customer own characters and other characters. This frequency of the factor is different respectively, we choose the five most frequency factors as the trust causes, they are brand reputation, quality of after-sale service, the ability of salesperson, the level of technology and store reputation. The result tells us, through which factors customers trust operate enterprise of TV set, which are the key factors. The operate enterprise can choose the most important integrity measures according to the study results.2. The author discovers: customer cognition trust is much more than affective trust, customers have much more satisfaction than the loyalty to the TV set, customers trust the enterprise through brand reputation, then through quality of after-sale service, store reputation, the level of technology and the ability of salesperson. The author also discovers: individual distinctions such as the gender, age, education, income and occupation have different trust perception. Guided by these research results, marketersof TV set can divide consumer market and make correct marketing position strategies, they also can make the marketing practice scientific and reasonable.3. Through checking the original model and competitor model step by step, we get the most fit model. The model instructs that brand reputation, quality of after-sale service, the ability of salesperson and store reputation have effect on cognitive trust, also have indirect effect on customer satisfaction and customser loyalty through the cognition trust. Brand reputation, quality of after-sale service, the ability of salesperson, level of technology and store reputation have direct effect on affection trust, also have indirect effect on customer satisfaction and customser loyalty through the affection trust. This is a little different from author's original model, but largely is the same. Brand reputation, quality of after-sale service, the ability of salesperson, the level of technology and store reputation are inter-correlation.4. The empirical study gets three unproved hypotheses and one supplement proposition, which are discoveries based upon our specific research background, they are as following, this discovers need the further research and test.(1) Quality of after-sale service has the total positive effect on cognition trust, but negative total effect on affection trust, customer satisfaction and cusomer loyalty. Thus, we have reasons to believe that consumers have a low appraisal on quality of aftersale service, manufacturers of TV set need to improve their aftersale service quality.(2) The level of technology has no significant effect on cognition trust, but has close relation with affetction trust, customer satisfaction and cusomer loyalty. Thus, impoving the level of TV set technology can't capture the customer's cognition trust, but can affect the affection trust positively, manufacturers of TV set need keep the advance of technology.(3) The consumer cognition trust has direct negative influence on customer loyally, which is far diluted by the indirect positive effects which is the cognition trust influence the customer loyalty through the consumers' affection trust. Thus, themanufacturers of TV set should get the warning that it is far inadequate for the marketers to establish the consumer cognition trust, perhaps they may even arrive at the opposite result. Therefore as a marketer, who wants to gain both consumer satisfaction and loyalty, it is necessary to pay attention not only to consumer cognition trust, but also the affection trust.(4) After the two step tests of original model and three step test of comparison model, we get a supplement proposition: brand reputation has direct significant effect on consumer loyalty, as well as indirect effects though the consumers cognition trust and affection trust, furthermore, the indirect effects is larger than the direct effects.The research is based on many scholars' studies, but is different from them because of the different angle and pathway of research and the application scope. We wish that the research can enrish the research of consumer behavior theories and trust theories, so as to offer some references to the familiar research.
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