Rebuild Consumer's Trust After Violation Of Tust

In recent years, as the market competition gets increasingly fierce, we can often see such phenomenon that some enterprises use every means, even seriously harming the interests of consumers, to seek their short-term benefits. In fact, the consumers usually buy products from such enterprises relying on a trust sense. If the trust is often abused, the consumers will finally lose their confidence on these enterprises.On the subject of trust-building in enterprises, many researchers in China have made their research in all fields, such as Pang Chuan and Xue Huacheng have ever made empirical study on the factors influencing consumer trust under the B2B environment. Jin Yufang and Dong Dahai have also discussed that on the basis of the perspective of process. In addition, Tang Zhuangju and Wang Chunxiao made some research on enterprises involving in professional services to study the factors of trust-building of consumers. But these studies are only based on the antecedent causes of trust, which belongs to Cause Theory.As early as in 1953, some foreign researchers like Hovland, Janis and Kelle began to make studies on the antecedent causes of trust. Then Mayer, Davis, Schoorman and Lee made some arrangements and inductions about Cause Theory based on the previous research. Except for Cause Theory, there is another research school called Trust Mechanism Theory in which some scholars such as Doney & Cannon, Mcknight, Ali and Birley, Rousseau et al. discussed the mechanism of trust-building in all fields. At present, there are still few studies combining the subjects of the two schools, and this paper is to find the crossing point for them.The previous study was mainly about the initial trust-building of consumers, but the research on trust-rebuilding is still few in both China and abroad. The study of Mayer et al. definitely integrated the feedback circle from the results of taking risky actions to the subsequent perception of the trust party. Edward C. TomLinson made an expansion on the basis of Mayer's study by thinking that the circle didn't explain the key process. Wang Wuxia et al. explored experimental method to discuss the effect of the trust-rebuilding strategy on the trust-rebuilding of consumers under the environment of failing service.The writer holds that the process of trust-rebuilding is similar to that of consumers'shopping activity. Consumers should firstly have expectations of confidence on the enterprise in advance, and after having real shopping experience they will estimate the worth of the consuming action and then generate new confidence expectations which can decide their subsequent trust intention. So, I will make some discussions on the effects of introducing expectation-consistent model to the confidence-rebuilding mechanism of consumers in this paper.This paper can be divided into 4 parts altogether;the first part will mainly go through the related literature; the second part is to build research model and put up some research hypotheses. This paper will present 11 hypotheses based on the literature.In the third part, data analysis is processed and a model test made. In the research, the object chosen is Yili Milk which was involved in the milk-adulteration scandal last year. During the process, a survey was employed to collect data which was then inputted with code. After that, a test about the reliability and validity of the survey will be taken, which showed very positive results. The writer made a fit test about the model using Amos7.0 and found that the entire fit index met the requirements. In the last part, a conclusion will be reached followed by the explanation of some limitations about the research in this paper. In addition, an expectation will be made for the future research directions.