Abstract: Winning the trust of consumers for enterprises has profound meaning in such competitive environment. It is helpful to build a solid customer relationship, to maintain the market share, and improve customer loyalty. In the conditions of uncertainty, high risks, and lack of contracts and guaranty, the trust of customers is crucially important. The current study is focused on the factors that affect consumer trust mechanism and the effects of various mechanisms on consuming trust. The domestic academic researches of consumer trust mechanism is not plenty. The studies focused on specific industry are also limited. The current study is focused on household appliance industry, combine the mechanism analysis of consumer trust and antecedent analysis, build the consumer trust mechanism, construct the model of consumer trust mechanism, and related hypotheses is proposed. Two mechanisms which are trusted by consumers are made after group interview: process mechanism and transfer mechanism. By small sample survey, the main elements of each mechanism are explored. By empirical investigation, latest data are collected. And also by using scientific statistical method, the mechanisms which are trusted by consumers (process mechanism, transfer mechanism) and consumer trust (cognition trust, affection trust) are analyzed by regression analysis. In this study: 1. Process mechanism did great influence on consumer trust, especially the ability of salesperson and after-sales service quality have significant influence on two elements of consumer trust. technical level also had effect on consumer trust. 2. Transfer mechanism had effect on building consumer trust, especially the recommendation of relatives and friends. The popularity of the brand also affects consumer trust. The contribution of this study is the combination of consumer trust mechanism theory and antecedent empirical analysis, and finds the variables of each mechanism. Found the relationship between these variables and consumer trust, and the relationship of process mechanism and transfer mechanism and consumer trust by empirical research. The Model of household appliance industry consumer trust mechanism is testified which has great theoretical and practical contributions to the industry
Keywords: Cognition Trust, affection trust, process mechanism, Transfer mechanism.
Title: Empirical Research of Consumer Trust Mechanism - Based On Household Appliances Industry in China
Author: Ying Zhou, Dr. Qiao-Ming Lee
International Journal of Management and Commerce Innovations
ISSN 2348-7585 (Online)
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