Research On Influential Factors Of College Students Trusted Brand Of Education And Training

Service shows more trusting and experiencing characteristics, the service brand becomes more and more important to service enterprises. Because it can reduce consumers’purchasing risks and promote their confidence. What’s more, the paper’s theme is education and taining brand,which has the high speed of developing and faces more and more fierce competing situation. While brand trust is one of the ways to foster customer loyalty and satisfaction. The Trust’s research originates in the fields of sociology, psychology and economics. Marketing Science inherits and develops the Trust theroy which was transformed the Corporate Credibility and Brand Trust. The object of study is University students. Because college students are faced with how to adapt to the requirement of the times and the great test in an invincible position in the market competition. It is one of the most direct and effective way to accept a service of training. The target of this article is to discuss the influential factors of University students’trust in the training brands in the context of training service.First, this article summarizes the literatures. Base on this, the author analyses the concept of "college students’trust to education and training brand". According to the characteristics of service brand and training brand, author summarizes as three categories for the brand trust’s sources. These are student individual characteristics, the characteristics of education and training brand and the characteristics of interactive brand. Then, the article divide these three categories into nine variables, these are the need of consumer study, individual trust tendency, brand reputation, enterprise’s scale, teacher resources, hardware capacities, contractual capacity, course experience and remedies for violations. Secondly, author employs empirical reseach according to questionnaires, which is base on predecessor’s research and the results of interviews with customers. Using factor analysis, Cronbach’s a, etc test the questionnaire’s reliability and validity, On the base of this to adjust the questionnaires. At last, according to the correlation analysis and linear regression analysis, author analyses the effect degree of variables. The result indicates that student individual characteristics has less effect on brand trust, the characteristics of education and training brand and the characteristics of interactive brand have more effect on brand trust. In the characteristics of education and training brand, the influence degree of contractual capacity has the highest performance ability. In the characteristics of interactive brand, the influence degree of course experience has the highest performance ability.