| Competition in the overall market has become increasingly fierce.How to build and maintain consumer trust has get more concern from academics and business.The reason is that trust is the bridge of relationship between consumers and businesses and has a positive influence in loyalty,commitment and intention to purchase.In marketing,according to different consumer trust targets,trust can be divided into the retailer trust,the brand trust the suppliers and organizations trust.However, in the past, scholars focus on a certain kind of trust and research it separately.The research on the cause of brand trust concentrated on brand itself such as brand satisfaction, brand familiarity and brand shopping experience.While the study of store trust focused on the generation procedure and its influence on store loyalty and satisfaction.While few scholars combined store trust and brand trust together. In reviewing the store trust and brand trust theory, we found that they have something in common.First,the generation mechanism is the same.When in uncertain conditions to take a risk of purchase,trust has generated.Second,the consumer confidence and trust in the brand come from a assessment procesess,including assess the competence and benevolence.The link between the assessment of trust and behavior response is open and influencede by other environmental factors.Third, we consider when consumer choice a certain store,the essence is to choose products in this store.They are simultaneous.According to transactional analysis, we know that when consumers shopping they closely connect with the environment,he will be impacted by the surrounding environment,communication with the sales staff,perception the store policies and other consumers. Edward Thorndike proposed the halo effect that people's awareness and assessment of something often start from the part, then obtained the overall impression.According to the theory, we believe that there has relationship between the store trust and brand trust,Then build model.At the same time verify the source of brand trust,whether it origin from frontline employee trust or management policies and practice trust.Meanwhile we propose that when consumers perceive crowd and price differently will have different effects on brand trust,For different product categories consumer's attention to disaster is distinction so the view on brand trust is different. Based on this our study presents three moderator, and examine their regulating effect on the relationship between store trust and brand trust.On the base of reading the interrelated literature,our study identified the research questionnaire.The authors test the proposed model survey from university students, MBA and social work staff,A total of 340 questionnaires,303 were recovered.By removing the invalid questionnaires,255 valid questionnaires were received.through multivariate regression analysis we results the following conclusions:Frontline employee trust and management policies and practice trust have a effcet on store trust.that they are two aspects of store trust.Store trust has a positive effect on brand trust,through the two aspects of store trust:Frontline employee trust and management policies and practice trust.Perceive crowd is moderator between store trust and brand trust.Specifically, when the crowded is high,The influence of store trust on brand trust is enhanced. While the perception of price and product category in this study can not afford to regulation.The innovation of our study combine store trust and brand trust,and verify brand trust origin from aspects of store trust:frontline employee trust or management policies and practice trust.Make manufacturers note that attract consumers not only through its own products.The role of retailers,as service provider directly face to consumers,should also be attention.In practice,we should pay attention to the sales staff's training and motivation to make them in a professional and friendly behavior, making consumers feel pleasure and be respected in shopping.In addition to make management policies related to the interests of consumers, so consumer believe that store and manufacturers are reliable.Another innovation of this paper is to verify when perceived crowd and price differently and different product categories,how store trust effect brand trust. |
