Research On The Relationship Between Brand Experience And Brand Trust In The Service Industry

This article is set in service-industry, using self-made direct and indirect brand experience scales. Investigated decisive brand experience factors, include three direct factors among them. They are the contiguous result experience of the product or service contact points, personnel contact points, and physical environment contact points, and include three indirect factors, namely business enterprise plan and can control information contact points, business enterprise plan but can't control information contact points, and the non-business enterprise plan contact points .After investigating the principal-components of brand experience, the author did confirmatory factor analysis by another dates as to exanimate its structure, and deeper inquiry into the relationship between brand experience and brand trust. The author set up a relational model of brand experience and brand trust by brings in brand satisfaction. By full model, the author confirmed direct experiences have indirect effect to brand trust pass by attribute satisfaction, indirect brand experiences have indirect effect to brand trust by information satisfaction, and direct brand experiences also have direct effect to brand trust.