Study On Influncing Factors Of Direct Sale Enterprise's Customer Trust

Direct selling has been known as an old type of marketing, in which way commodity producers can trade with final customers directly. It is less consuming with more market. In modern society, direct selling plays a more and more important role of developing commodity economy market. This new type of selling brings many companies more competitive strength as well as challenges, such as credibility problem, which has been exposed seriously. Lack of customer trust is the direct reason that many successful companies can't continue. They are not aware of the importance of customer trust and how to establish it. It's urgent to set up a trust image for the enterprise which demands us to recognize customer trust and find out which factors have effect on it. In this background, this paper reseaches the factors which effects customer trust through experimental analysis.The author divided the development of this study into five parts. The first chapter is introduction, which refers to putting forward a question. Also it introduces main content, research frame and method. The second chapter is reference review. Firstly, it gives the definition of direct selling and direct selling company. Then, it discusses what customer trust is. At last, it summarizes effect factors of customer trust. This chaper lays a strong theorical foundation for the whole paper. The third chapter puts forward research theory hypothesis and establishes model. The forth chapter has demonstration research. The fifth chapter is conclusion and enlightenment.