Study On The Influential Factors Of Customers Trust In Service Brand

The research on "Trust" is an important issue in psychology, sociology and economics. The objective of this article is to discuss the causes of people's trust in the service brands, using the knowledge of marketing and consumer behavior.First, this article summarizes the literatures from different domains, especially from the marketing research. Base on this, the author re-understands and analyses the concept of "trust". According to two sources of the trust, cognition and affect; as well as two formation mechanisms, experiences and transfer, author summarizes the trust sources as four categories, that is cognitive experience, experienced affect, transferred cognition and transferred affect. Then, the article defined these four categories into eight variables, these are performance capabilities, goodwill and initiative, similarities, enjoyable experience, belonging feelings, brand reputation, empathy, and, positive association.In the background of mobile communication industry, this article constitutes the empirical analysis of eight variables that mentions above. The questionnaires used in empirical research is base on predecessor's research, and the results of interviews with customers. First, through the small sample tests, the study calculates the Corrected Item-Total Correlation (CITC), factor analysis, Cronbach'sα, etc. Using these methods, author tests the questionnaire's reliability and validity, and then adjusts the questionnaires.Then, combining the idea of structural equation modeling (SEM), this research uses LISREL8.71 software in the large sample test to test the structural model. The hypotheses tests support that the five variables, performance capabilities, enjoyable experience, belonging feelings, brand reputation and positive association have positive influence on "trust". But other three variables hypotheses are not accepted through the test.