The Study Of How The Virtual Community Member Trust Impact The Small And Medium Retail Enterprises Brand Trust

According to the relationship among the antecedents of trust, trust and the consequences of trust, we divide the antecedents of trust into five factors:familiar, predictability, similar, laws and safety control. And then we divide the trust into two factors:ability, integrity and benevolence. The consequences of trust is that the virtual community members trust the company who provide service for the virtual community. Based on all the above and the trust model established by Mayer and the topological model on online trust, we establish the model of the relationships between the virtual community member trust and the brand trust. And then we begin our survey.At first we select some virtual community, then give them some questionnaire, At last we do data analysis with SPSS and SEM. According to outcome, the virtual community members trust has a positive impact on the brand trust. In this paper, we study how the five factors effect the brand trust, and which factor is the most important. The result is the important factor is safety.There is some reference value to the most small and medium retail enterprises.