Consumers Trust In IT Product Brand: An Analysis Based On University Students Behavior

Computer technology has brought tremendous changes to human society, Steam engine opened a new era of production process, and the IT technology and products are changing the human life and sense greatly.21st century is an information era, IT techniques and products gradually occupied all aspects of life. Being a developing country, China accounts for a large proportion of production and consumption of IT products in the world, and this tended to increase year by year. However, in stark contrast to the upward trend, the well-known IT brands in China is rarity, which has nothing but price advantage when competing with world famous foreign brands such as Apple, Sony. This embarrass situation can reflect the huge problems that existing in China IT brand building. Studying IT brand building has a fundamental practical significance.Brand trust is an important concept in brand building; it's one of the ways to foster customer loyalty and satisfaction. The Trust's research covers the sociology, psychology, economics and management fields overseas, summarized in three aspects. Trust is influenced by both qualities of two sides, which is a well-meaning emotion grow out of evaluating fiduciary risk by truster, which has a positive effect in future intercourse. In these theoretical ideas, by translating both sides of the trust into enterprises, the management studies trust relationship between enterprises through the form of enterprise's quality.In this study, consumer's demand for purchase and purchase behavior were combined together. We put forward innovatively that IT brand trust results from purchase demand, which comply with the positive feedback effect model. Working on the dynamic system about generation, transformation and reciprocity of brand trust, and by ways of questionnaires and data analysis, we reached scientific conclusions as follows:(1),Purchase demands, especially convenience demand, innovation demand and brand demand, correlate positively to various trust factors. Trust is also affected by image quality needs variables.(2),Factors of trust risk correlate negatively to the two factors of trust result. However, the effect of product price to ability trust is not as significant as other factors and the product price is not closely enough related to factors of trust result.(3),Factors of trust feedback relates positively to the two factors of trust result and more closely to quality trust.(4),Factors of trust result relate positively to consumer repeat purchase, recommendation behavior and brand loyalty behavior.(5),The effect of purchasing demand on trust result relates to the factors of trust feedback and trust risk, which can be weakened by trust risk and strengthened by trust feedback.In a word, this text effectively demonstrates that the positive and negative relationships among purchase require, trust risk, trust feedback and trust result, consequently combines new theory of control and brand trust, to form dynamic researching system of brand trust. In this system, enterprise is able to adjust the controllable factors in the mode of a positive feedback system by its own situation, to achieve the same effect through different marketing mix. Finally, the steering effect of IT brands can be made.