Research On AI Product Brand Trust Based On Customer Perceived Value

With the continuous improvement of the level of science and technology,China's manufacturing industry has accelerated the pace of integration of informatization and industrialization,and strives to achieve intelligent manufacturing as soon as possible at the level of manufacturing and technology.In addition,at the level of product research and development,China's manufacturing industry is actively developing innovative AI products that meet user needs,which also indicates that innovative AI products have good development prospects.However,there are a series of problems in China's AI product market.The most prominent problem is that consumers do not trust domestic AI product brands.Enterprises do not pay attention to the construction of customer perceived value of AI products,which also leads to consumer AI product brand trust.weak.In addition,the reason for the information asymmetry causes consumers to know very little about the intrinsic attributes of AI products,which makes it impossible to make purchase decisions.Therefore,the main purpose of this research is to explore how to help AI companies improve the consumer's brand trust through the optimization of customer perceived value.From the perspective of consumers,based on the rational behavior theory and planned behavior theory,and taking the Xiaomi brand as an entry point,this paper discusses how customer perceived value affects consumers' trust in AI product brands.At the same time,this study will further explore consumers' product knowledge and the moderating effect on brand familiarity.This research is based on literature research,reviews and summarizes domestic and foreign relevant research on customer perceived value,brand trust,product knowledge,brand familiarity,AI products and brand marketing,rational behavior theory and planned behavior theory,and proposes the theoretical model of this research And conduct hypothesis derivation,and then design the questionnaire according to the scale of previous research and combine the characteristics of AI products,then carry out further questionnaire survey,and finally conduct empirical research.The data processing and analysis of this study mainly used the SPSS25.0tool,which carried out descriptive analysis,reliability and validity analysis,correlation analysis and regression analysis on the data,and verified the hypotheses of this study one by one.The research results show that customer perceived value has a significant positive impact on AI product brand trust.Specifically,the five dimensions of customer perceived value(function perception value,social perception value,emotion perception value,product price perception,brand reputation perception)four dimensions of AI product brand trust(AI brand quality trust,AI brand capability Trust,AI brand good faith trust,AI brand reputation trust)have a positive effect.In addition,brand familiarity and product knowledge have a moderating effect on the relationship between customer perceived value and AI product brand trust.Based on the research conclusions,we can understand the specific impact mechanism of customer perceived value on AI product brand trust,which theoretically enriches the theoretical category of customer perceived value and brand trust,and in practice provides a reference for the brand construction and marketing of AI companies.Targeted revelations and suggestions.