Study On The Effects Of Interaction Orientation On Brand Trust

In an increasingly competitive market and under the pressures of the pursuit of multiple goals, companys are facing more and more uncertainties. Whether tangible products or intangible services, often facing the grim brand crisis. How to prevent the brand crisis becomes a important and urgent task.This study first analyzes the essence of the brand crisis, illustrates the importance of the brand trust from the perspective of the customer's psychological perception, highlighting the brand trust's key role in the brand crisis prevention and treatment. Companies should consider how to carry out the dialogue and interaction with customers at a strategic level, so as to enhance their brand trust, lead and mobilize the majority of customers to actively participate in crisis prevention process. Therefore, this study introduces the important concept:interaction orientation, and build the research model of interaction orientationâ†'perceived value/ perceived riskâ†'brand trustâ†'risk percption based on interpersonal interaction theory. By questionnaire and structural equation modeling analysis, the study shows the theoretical value and practical significance of the model. Here are some conclusions:the company's interaction orientation can raise customers' perceived values and reudce their perceived risks, this would increase their brand trust, and thus weaken customers perception of the brand crisis, which will preventing the crisis go friom bad to worse. Some managerial suggestions on brand crisis prevention were presented at last.