品牌信任结构及其测量研究

品牌信任就是在风险情境下,消费者基于对品牌品质、行为意向及其履行承诺的能力的正面预期而产生的认可该品牌的意愿。在文献研究和关键事件访谈的基础上,通过筛选条目、形成初步问卷、预测验和正式测验等程序,经探索性因素分析和验证性因素分析,发现品牌信任由品牌品质信任、品牌善意信任和品牌能力信任等三个维度构成。用于测量品牌信任的量表由21个条目组成,量表具有较好的信度和效度。

Research on the Structure of Brand Trust and its Measurement

Brand trust is defined as a consumer's willingness to recognize the brand in the face of risk based on the positive expectations for the brand's quality,benevolence and competence.Chinese citizen's brand trust has been investigated by using the methods of Behavioral Event Interview and questionnaire. With a multi-step study to develop and validate a multi-dimensional brand trust scale,the empirical results indicate that the structure of brand trust includes three factors such as brand quality,brand benevolence and brand competence.Multi-step psychometric tests demonstrate that the new brand trust scale which includes 21 items is reliable and valid.