How do They Really Help? An Empirical Tudy of the Role of Different Information Sources in Building Brand Trust

Abstract

Previous research shows past experience contributes to consumers' brand knowledge and affects consumers' trust in the brand. However, little is known of the mechanism through which user experience influences brand trust. The present research examines how user experience affects brand trust in comparison with the effect of two other information sources: advertising and word of mouth (WOM) communication. The results of this study indicate that brand knowledge directly contributes to brand trust. In the mean time, it mediates the effect on brand trust of user experience and other information sources. This confirms that enhancing brand awareness and increasing consumer knowledge of the product, company and perceived value are inarguably important ways to build and sustain consumers' trust in the brand. The findings reveal that the three information sources have differential impacts on brand trust with user experience being the strongest influence. Unlike WOM that influences brand trust solely through its impact on brand knowledge, user experience was shown to affect brand trust both directly and indirectly, suggesting the mechanism of consumer trust formation varies with the sources of information.