A Study Of The Relationship Between Enterprise Trustworthiness And Brand Loyalty

Through the usage of comprehendsive research orientation, the consumer estimate the level of the enterprise trustworthiness, choosing the Brand Loyalty which is very important index as the Outcome Variable, and make Customer Satisfaction and Brand Trust as two Mediator Variable, discussing the relationship between the Enterprise Trustworthiness and Brand Loyalty. The paper is comprehensive using Questionnaire Survey, Exploring and Testifying factor analysis method; Path Analysis method, etc. This paper includes 9 parts, and consists of 4 concrete researches. They are: developing a Dariy Enterprise Trustworthiness Questionnaire (DETQ), the Testifying Factor Analysis of Dariy Enterprise Trustworthiness's factor structure, Study on the characterstic of consumers congnizing the Dariy Enterprise Trustworthiness, the model of Enterprise Trustworthiness,Customer Satisfaction,Brand Trust and Brand Loyalty. Based on comprehendsive analysis of these studying results, this paper gets the following conclusions:1 The self-edited measure tools ---- Dariy Enterprise Trustworthiness Questionnaire (DETQ), bear acceptable psychological measure targets.2 The Dariy Enterprise Trustworthiness sonsist of 4 factors, they are Initiative and Responsibility,Packing Eligibility,Good Quality and Price,Propagandizing Honestly.3 When the consumer congnizing the Dariy Enterprise Trustworthiness, it is different that the consumer has different gender,the condition of marriage,the scale of the consumer's home place,the occupantion,the education level and income.4 The Dariy Enterprise Trustworthiness has obvious effect to the Brand Loyalty, and the influential paths are: The Dariy Enterprise Trustworthiness directly effect to the Brand...