Empirical Research On The Influence Factors Of Brand Trust Of Exhibition

So far,the exhibition industry has shown the development trend of collectivization,branding and informatization in the international arena.The branding of exhibition industry refers to the brand effect formed by the close correlation between the main exhibition area and its own industrial development characteristics based on the industry in the city and the region.At present,the branding of the exhibition has become the development trend of the international exhibition industry.Research on brand trust has been carried out in all walks of life,but studies on different industries and markets are quite different.At present more attention on the study of brand trust is based on the industrial market under the background of trust between organizations,there are many literature on service market in consumer confidence in the organization are studied.This paper selects the emerging exhibition industry and is committed to achieving the brand marketing through brand trust.This study aims to find the participation main body of the exhibition,and analyses the influence factors of brand trust and trust as the main body and the brand of "relational contract",and reasonable use modern brand marketing idea,the conference organizers provide for exhibition brand trust the opinions of the construction,is committed to building a relatively high proportion of exhibition brand,final purpose is to promote the exhibition performance,solve the problem of exhibition brand impurities,etc.Trust theory in this paper,by means of marketing,brand trust and other related theory,to explore the influence for the selected brand consumer trust degree of influencing factors,and combining with the convention and exhibition industry exhibition brand trust factors model is set up.Through an empirical investigation and analysis,validate and draw the following conclusion: from the point of the influencing factors of exhibition brand trust,customer perceived factors of perceived risk and brand trust are related and highly correlated to the perceived value and brand trust;The external brand performance and brand trust of the exhibition are of low correlation,and the internal brand performance and brand trust are of high correlation.Among the factors of brand experience,brand experience is moderately correlated with brand trust,and brand familiarity is highly correlated with brand trust.Ultimately affect the exhibition in the six antecedent of brand trust and brand familiarity,brand internal performance,perceived value,brand experience variables influence degree is higher,perceived risk and brand external performance variables influence degree is low.In particular,in recent years,Chinese scholars in the study of factors affectingconsumer brand trust,only a minority of scholars support the brand reputation of brand trust has no direct impact on this conclusion,but in this article,namely brand reputation brand trust has no direct impact on the show.Finally,the descending order of variables that have significant influence on brand trust is: brand familiarity,internal performance,perceived value and brand experience.