Construction And Empirical Analysis Of Consumer Trust Mechanism

With the rapid development of China’s market economy, the market competition among enterprises is increasing fiercely. In recent years, many companies in order to expand its market share and get higher profits, have neglected the importance of corporate integrity. Increasing adverse events caused by the acts of dishonesty, the endless corporate scandals has seriously hurt the trust of consumers, the ensuing consequences also seriously affected the company’s survival and sustainable development. If the enterprises want to be survival and development in the existing environment, they have to win the trust of consumers and improve this most valuable asset. For enterprises, how to win the trust of consumers has become an urgent problem.At present, Domestic scholars’research are more focusing on the factors of consumer trust, and less on consumer trust mechanism establishment. This research in this area is based on such research environment, the research has combined the consumers’ interviews and conclusions of the experts and scholars, proposed the establishment of consumer trust from three kinds of mechanisms:process mechanism, calculate mechanism and transfer mechanisms, and build a establish the mode of corporate consumer trust mechanism. We choose the dairy industry as research background to do research, proposed enterprises how to build consumer trust mechanism and give countermeasures to win consumers’trustThis paper is divided into six parts,(1introduction, introduces the research background, research purpose and significant, research ideas and the literature review.(2) build consumer trust mechanism mode and put forward research hypothesis.(3)design of empirical research, including questionnaire design, distribution and data collection, the object of research and research implementation steps.(4) the empirical analysis, including variance analysis, factor analysis, correlation analysis and regression analysis.(5) empirical results, and proposed countermeasures to enterprises to establish consumer trust mechanism.(6) conclusions of this study, including innovation of this paper, deficiencies of this paper, and future research Outlook.