Study On The Influence Of Brand Experrience On Brnad Trust Based On The Perspective Of Online Consumption

Recent years, studies of the relationship between brand experience and brandtrust are gradually increased by domestic and foreign academic circles. But there arefew further research on the relationship between brand experience and brand trustonline. So it is necessary to study the issue of relationship between online experienceand brand trust among domestic consumers. My research studies from the problem ofhow online consumers experience impact brand trust in retail industry.In this paper, I try to settle the following questions: Do Chinese consumersappreciate network experience of brand in the process of deciding to buy? And couldthis bring in trust problem to network channel? Do consumer familiarity andsatisfaction that are generated by their network consuming experience bring trust tothem with brand? What are the intermediary factors that affect brand trust of domesticconsumers through online channel? That is to say, the research is based on theproblem of relationship between consumers’ brand experience and brand trust, andtries to study the affecting factors of brand trust.In order to verify affecting factors of brand trust and how brand experience affectit in theoretical model, according to research hypothesis, the author designedquestionnaire in accordance with relevant mature scale in both domestic and abroad.And in order to ensure the quality of questionnaire, some experts and consumers wereinterviewed, which could ensure its content validity. Assumptions and empiricalanalysis are the key elements of this study. In some of the assumptions, this paper hasdone a lot of literature; in the empirical part of this paper, it takes use of investigationof small samples for further screening and correction of indicators, which could getthe revised scale; this research investigate in a formal questionnaire scale,313validsamples data was taken into research. First it processes reliability and validity of databy SPSS17.0, and then it takes use of correlation analysis and multiple regressionanalysis to test the conceptual model and research hypotheses of this study. And thetest results show that the assumptions mentioned in this study are supported.Through empirical research the paper shows that online marketers payincreasingly strong emphasis on the brand web experience of consumers, they paymore and more attention to the online experience, and they meet their functional,emotional and symbolic needs through brand, they will naturally show confidence with brand in the support of the above functions of brand online experience.Specifically, in theory, this study has got three conclusions:From the Perspective of online consumption, consumer experience has asignificant positive impact to brand trust, and brand familiarity and brand satisfactionare two intermediary factors of which brand experience influence brand trust; brandsatisfaction is more useful than brand familiarity in mediating effect.In practice, this study suggests that marketing should emphasize the rights ofconsumers and business transformation, and think high of consumer rights; andemphasize on the expansion of online channels, emphasize the quality of the website;emphasize on the necessity of combination of physical experience and onlineexperience. Enterprises should pay attention to enhance the dual image of both physical layer and network-level layer in the process of brand marketing, and buildcomposite image in the minds of consumers and establish position, which will lead tothe formation of the brand that they trust.In this study, the characteristics and the main contribution lie in that this paperexplore the brand trust issues of online consumers, and analyze brand experience,brand familiarity and brand satisfaction how to influence brand trust from theperspective of online consumption.