Research On The Impact Of Brand Trust On Consumer's Brand Choice

Firstly this paper compares different brand trust and the factors affecting brand trust and brand choice theories and methods so as to make preparation for future researches.Then this paper establishes the research frame and hypotheses basing on the results got in the literature reviews, The questionnaire is designed to take survey among the common customers. 135 questionnaires are received efficiently, in the small sample, and 350 questionnaires in the big sample.By use of exploring study and structural equation modeling analysis,the paper establishes the relation model of brand trust,affecting factors and brand choice, proving the part of hypotheses established before. The valuable results we got were as followed:(1)In the area of consumption, brand service,product quality and customer satisfaction had a significant influence on brand trust. B rand reputation and brand psychogenic could not affect brand trust. The strongest influence is the customer satisfaction, then the product quality, the last is brand service.(2)Brand trust had a significant influence on brand choice.(3)Brand service could not affect brand choice directly, it had effect on brand choice via brand trust. It means that brand trust has the media influence between brand service and brand choice, the same to product quality and customer satisfaction, but partly.