Research On The Online Consumer Behavior In The Point Of Brand Trust

With the accelerated pace of people's lives, people's consumption develops towards the direction of convenience, high quality, fashion and safety. The consumption pattern also varies. The rising of online consumption makes the study on online consumer behavior gradually become the hot topic in academic research and marketing management. Brand trust is the application of marketing theory in the aspect of brand, and it is the new phase of brand theory study. This paper studies the online consumer behavior in the point of brand trust, and it deeply discusses the impact of brand trust on online consumer behavior. The contents are as follows:Firstly, this paper introduces the background, purpose, significance, and thoughts of the study, as well as consumer behavior theory and brand trust theory. By classifying existing literature, the study finds out that:the study of consumer behavior focused on the empirical study of influencing factors by using the existing consumer behavior theory for reference. The factors the researchers took into consideration were not the same. The impact of brand trust on online consumer behavior is still a research gap. The achievements of the study on the brand trust mostly were the evaluation of the brand trust; three-dimensional brand trust quality is considered the better variable of evaluating the brand trust.Secondly, by classifying the existing literature, using the existing study achievements for reference and analyzing the deficiency of the study, this paper designs the study framework and the study hypothesis and methods. It analyzes the data collected from the questionnaire by using the statistical software SPSS 17.0:by descriptive analysis and ordinal regression it explores the factors influencing online consumption; by reliability analysis and validity analysis it makes sure the quality of the quantifier; by correlation analysis, multiple regression analysis and path analysis, it probes into the relationship among brand trust, customer value, customer satisfaction and customer loyalty(Because we studies the online consumer behavior using the customer value theory).And the last, the paper obtains the following conclusions according to the empirical study:the factors greatly influencing the online consuming decision-making include:brand and some other factors(age, educational background, occupation, internet transaction security, price, convenience, delivery service and the internet familiarity); brand trust is an important mental variable to influence online consumer behavior, and it influences customer value, customer satisfaction and customer loyalty greatly. On the basis of the conclusion of the study, this paper probes into the countermeasures to promote present online consumption:for the government, it makes suggestions from three aspects of propaganda, supervision and support; for the enterprises, it makes suggestions from three aspects of brand trust mechanism, internet integrated marketing and innovation.The innovation of this paper consists in:the innovation of the study perspective. The paper studies the online consumer behavior in the point of brand trust and analyzes the impact of brand trust on online consumer behavior, which is the key innovation.