| 品牌信任的前因后果驱动机制研究 |
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| 引用本文： | 袁登华,罗嗣明,唐春燕,江丽英. 品牌信任的前因后果驱动机制研究[J]. 心理科学, 2008, 31(6): 1334-1338 |
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| 作者姓名： | 袁登华 罗嗣明 唐春燕 江丽英 |
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| 作者单位： | [1]江西师范大学心理学院,南昌330027 [2]华东师范大学心理与认知科学学院,上海 200062 |
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| 基金项目： | 国家自然科学基金，中国博士后科学基金 |
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| 摘 要： | 本研究通过大样本问卷调查,采用结构方程建模的方法探讨品牌信任的前因后果驱动机制.结果表明:品牌的直接经验和间接经验通过品牌态度和品牌信任的中介作用对品牌绩效发生影响,其中品牌直接经验比品牌间接经验对品牌态度的影响更大.这说明只有消费者对品牌产生了亲身体验以后,才会实质性地改变对品牌的态度和信任.品牌信任是导致品牌绩效的直接因素.
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| 关 键 词： | 品牌信任 晶牌态度 品牌经验 晶牌绩效 |
A Research on the Driving Mechanism of the Cause and Effect of Brand Trust |
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| Yuan Denghua,,Luo Siming,Tang Chunyan,Jiang Liying. A Research on the Driving Mechanism of the Cause and Effect of Brand Trust[J]. Psychological Science, 2008, 31(6): 1334-1338 |
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| Authors: | Yuan Denghua Luo Siming Tang Chunyan Jiang Liying |
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| Affiliation: | Yuan Denghua1,2,Luo Siming1,Tang Chunyan1,Jiang Liying1 (1 Psychology School,Jiangxi Normal University,Nanchang,330027) (2 School of Psychology , Cognitive science,East China Normal University,Shanghai,200062) |
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| Abstract: | This research explores the driving mechanism of the causes and effects of brand trust,based on data collected from a large questionnaire sample.The results show that the direct and indirect brand experience influences the brand performance completely,by the mediating role of brand attitude and brand trust;and that the impact of direct brand experience on brand attitude is greater than that of indirect brand experience.It suggests that only after they have got their personal experience in brands will consume... |
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| Keywords: | brand trust brand attitude brand experience brand performance |
| 本文献已被 CNKI 维普 万方数据 等数据库收录！ |
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