CAJ | 학술논문

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。
본연구통과대양본문권조사，채용결구방정건모적방법탐토품패신임적전인후과구동궤제。결과표명：품패적직접경험화간접경험통과품패태도화품패신임적중개작용대품패적효발생영향，기중품패직접경험비품패간접경험대품패태도적영향경대。저설명지유소비자대품패산생료친신체험이후，재회실질성지개변대품패적태도화신임。품패신임시도치품패적효적직접인소。
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 per.~nal experience in brands will consumers substantially change their attitude towards and their trust of brands. Brand trust can directly affect brand performance.