The international community influenced owing to the domestic economic decline
and the inflation, many consumers purchases will reduce the amount by the people's
living, this research mainly inquires in the economic under overcast environment
bottom of economic prosperity, the consumer is considered trusted brand and
customer loyalty by the influence while they buy the goods in the shopping, and each
other whether has the mutual relationship.
This research adopts convenience sampling method to carry on a questionnaire
and takes certain institute of technology students as a research sample, and send 180
questionnaires and receive 147 questionnaires, the receive rate is 81.67%
effectively.The study adopts the SPSS software package carrying on by statistical
analysis, descriptive statistics、factor analysis、T-test、one way variability analysis and
pearson analysis etc.
It is proved that brand trust and customer loyalty have strong
effect.Besides,Individual variables have strong impacts on the personal living region,
marital status, disposable income and purchase expense monthly,according to the
variables above, both brand trust and customer loyalty have strong effect. Depend on
above-mentioned research result, this research supply two suggestions as reference
follow-up researcher.
