The Antecedent Of Cognition And Emotion Trust And Their Influence To Consumer Loyalty

With the improvement of Information Technology and popularity of Internet inthe 21st century, consumers become more mature in buying strategy. They can buy anyproduct and service they want at any price they'd like to afford, which costscompanies more to obtain the customers. In that case, companies are forced tocompete in the number of consumers instead of market occupation. Developingconsumers, remaining them and keeping them for a long term turn to be an importantstrategy. Beauty cosmetics industry ranks five in consumption following real estate,automobile, electric telecommunication and tourism. The overall sales of cosmetics in2005 are over 68 billion RMB. The survey by CCA shows that 40% consumersconsider false propaganda as the key problem. 85.1% consumers show distrust in thecosmetics advertisements with an image of celebrity. Therefore, exploration on factorsaffecting consumers' trust and mechanism of its function on consumer loyaltyprovides the theoretical basis for companies to design management strategies onconsumers' loyalty.On the basis of related documents at home and abroad, combined with cosmeticsmarketing, the paper hypothesizes the factors affecting customers trust andmechanism of its function on consumer loyalty. The following conclusions are madeafter testing the hypothesis with structural equation model.1. Customers trust has an obvious positive impact on customer loyalty.2. The direct impact of customers cognition trust towards customer loyalty is less than the one of customers emotion trust towards.3. Customer cognition trust has an obvious positive impact on emotion trust.4. Customer cognition of quality, brand and salesperson has an obviouslypositive impact on customer loyalty.Based on these conclusions, to the domestic cosmetics enterprise, the authorpropose:1. Take the product and the grade of service as a center of resistance,enhance customer's perceived value.2. Take customer's experience as the catalyst, transform the actual quality tothe perceived quality of customer.3. Take the advertisements propaganda as the method, stimulate customer'semotion sympathetic chord.4. Creates the brand core value, enhance the brand competitive ability.5. Strengthens sales personnel's training, improve the grade of service.