Research On Consumer Brand Trust Based On Dynamic Perspective

Trust can promote economic development and social stability.From the microscopic point of view,enterprises have focused on relationship marketing instead of trade marketing,and turned from simply pursuing sales to pursuing long-term relationship with stakeholders.Trust can reduce transaction costs,realize consumers’ repeated purchasing behavior,and improve the long-term and stable performance of enterprises.Product brand is the link between consumers and enterprises.Consumers’ trust in enterprises is more reflected in their trust in product brands.Consumer brand trust can be divided into positive and negative,high and low.To obtain the positive and high consumer brand trust is the goal pursued by enterprises.Therefore,this paper studies consumer brand trust,to provide reference for enterprise marketing strategy.Most of the existing research on consumer brand trust are static,such as initial trust and continuous trust,while few of them systematically study the establishment and change process of consumer brand trust from the dynamic perspective.At the same time,most research are from the perspective of e-commerce.Consumers should first consider what to buy,and then how to buy it.When purchasing different types of goods,consumers’ purchasing behavior varies widely.Therefore,a clear commodity type should be defined in the study of consumer brand trust.In view of this,this paper takes the basic skin care products as the research object and pays attention to the following question: How does consumer brand trust generate and develop dynamically? The specific issues include: How do consumers generate and establish initial trust?How does trust evolve from initial trust to continuous trust? Is there a difference in the degree of continuous trust?In order to enrich the existing theory and related research,this paper adopts the combination of qualitative research and quantitative research and makes a dynamic research on consumer brand trust from the process,to obtain more systematic and rigorous results.Based on literature review,this paper analyzes the network graph according to the definition of trust by many scholars and finds that the word "behavior" has the highest frequency,which makes clear the core identification elements of trust,thus formulating the survey outline of qualitative research.Then 40 valid samples are obtained through in-depth interviews and the establishment and change of consumer brand trust are studied by grounded theory,to construct a complete dynamic evolution model.Finally combined with quantitative empirical research,the generation and establishment of initial trust,continuous trust in the satisfied state and in the "neither satisfied nor dissatisfied" state were investigated through scenario experiment and questionnaire survey to check the constructed dynamic evolution model.Qualitative research found that consumer brand trust presents a dynamic state of change.The initial trust is the trust of consumers in the initial information exchange,which is established by the first purchase.Experience-based continuous trust is formed on the basis of experience and information gained from repeated use.The initial trust has a positive effect on the establishment of experience-based trust,and experience-based continuous trust is the main influence on the future purchase behavior.Continuous Trust is distinguished as continuous exclusive trust and continuous non-exclusive trust according to the consistency of attitude and behavior.The first empirical study is devoted to examine the relationship among the variables in the initial trust model.The results show that,after receiving a certain amount of objective information and information valence,consumers are influenced by the regulation of information channels to generate the corresponding perceived value,thus generating and establishing initial trust.The feelings generated by repeated experience after the first purchase lead to different continuous trust states of consumers.The second empirical study is devoted to examine the relationship among the variables in the model of continuous trust under consumer satisfaction.Continuous exclusive trust and continuous non-exclusive trust often occur under the satisfied conditions.Generally speaking,the higher the degree of satisfaction,the more likely it is to generate continuous exclusive trust;the lower the degree of satisfaction,the more likely it is to generate continuous non-exclusive trust.Moreover,consumers’ future continuous trust is also affected by the matching between product efficacy and demand changes.In general,when the matching between product efficacy and demand changes is higher,consumers will show continuous exclusive trust in the future;when the matching between them is lower,consumers will show continuous non-exclusive trust in the future.The third empirical study is devoted to examine the relationship among the variables of the model.While under the consumers’ "neither satisfied nor dissatisfied" situation after repeated experience,the trust state is influenced by the subjective conversion willingness and objective conversion cost.Generally speaking,switching intention has an effect on consumer’s trust attitude,and switching cost has an effect on consumer’s behavior.The intention of conversion affects the loss of trust and the persistence of non-exclusive trust,and the cost of conversion is influenced by the difference of industries.For basic skin care products,the adjustment effect of switching cost is not significant.Based on the above research innovations and achievements,this paper puts forward the corresponding countermeasures for enterprises to provide reference for the development of enterprises.