Research On The Influence Of Brand Experience On Consumer Brand Trust And Brand Loyalty: The Moderation Effect Of Conscientiousness And Agreeableness Personality Trait

Continuous development of market economy endows enterprises with increasingly fierce market competition,meanwhile,it's more difficult to make a choice for the customers when they confront industries with high perceived risk characteristic,how to establish consumer brand trust more effectively has proved to be a major challenge for manager.Firstly,this research reviewed the literatures on brand experience,brand loyalty,brand trust,then we divided brand trust into two dimensions: cognitive brand trust and affective brand trust,we also drew reference from research on personality trait theory from which we used conscientiousness and agreeableness as moderators in our research,all these above helped us to structure the framework model of brand trust formation mechanism based on perspective of personality trait theory.We utilized the framework to analyze how the difference of personality trait influenced the formation mechanism of brand trust in high perceived risk industry,the study simultaneously investigated the mediation effect of cognitive brand trust and affective brand trust toward the relationship between brand experience and brand loyalty.The empirical analysis results are as follows: the scale we used in questionnaire has high reliability and validity which support our theoretical framework;the conscientiousness personality trait positively moderates the relationship between brand experience and cognitive brand trust,the agreeableness personality trait positively moderates the relationship between brand experience and affective brand trust.The results suggest corporates should attach importance to heterogeneity of personality trait among different customers,provide good brand experience for customers to enhance their brand trust which can lead to higher brand loyalty.Our study expands the theory on brand trust formation mechanism from the view of personality trait,meanwhile provides practical guidance for the corporates which get involved in high perceived risk industry.