An Empirical Study Of Consumer Trust

To win the trust of consumers has a profound meaning for businesses in such an increasingly competitive market, especially under the circumstances of uncertainty, high-risk and without contract bonds. It can help to build strong customer relationships, to maintain market share and to increase customer loyalty.In this article, we try to explore the main factors of consumer trust and the establishment of consumer trust mechanism. We choose appliances industry as research background, combine the mechanism analysis and antecedent analysis to jointly study the establishment of consumer trust mechanism and develop the model of establishment of mechanisms to build consumer trust, and make relevant assumptions.This study concluded that:1. The process mechanism plays an important role in establishing consumer trust, particularly sales capacity and service quality which have significant impact on both dimensions of consumer trust. Besides, technical level affects consumer cognitive trust.2. The transfer mechanism also plays an important role in establishing consumer trust, especially friends and family recommendation which has the most significant influence. Brand awareness also has an important influence on consumer trust.In this paper, we proposed two mechanisms which affect the establishment of consumer trust through group interviews:the process mechanism and transfer mechanism. We extract the elements of both mechanisms through the small sample survey method, and associated them with consumer trust in regression analysis. Our research verified the model for the establishment of consumer trust in the appliances industry.