目前在营销研究的文献中还没有关于消费者敌意与品牌信任之间关系的实证研究。本文旨在填补此空白，研究消费者敌意与品牌信任不同维度之间的关系。本文采用定量研究的方法，在互联网上进行了问卷调查，共获得85份答卷。研究表明消费者敌意对品牌的能力信任没有显著影响，而对品牌的善意信任有负面影响并且需要通过善意信任对品牌总体信任产生影响；研究结果支持了金玉芳的品牌信任结构模型，为弱化消费者敌意对品牌信任的负面影响提供了策略方向。%No research has studied the relationship between consumer animosity and brand trust so far. This paper aims at bridging this research gap and finding out the relationship between consumer animosity and different dimensions of brand trust. A quantitative methodology is adopted. The data are based on a survey conducted on the internet, resulting in 85 surveys. The research demonstrates that consumer animosity has a negative effect on consumers’trust in the brand’s integrity and benevolence while it has no significant effect on the consumers’trust in the brand’s capability and performance. The result also reveals that the negative impact of consumer animosity on overall trust is fully mediated by consumer’s trust in the brand’s integrity and benevolence. In addition, the result supports Jin’s brand trust structure model. This paper not only for the first time makes an empirical study on the impact of consumer animosity, but also discovers that the impact varies depending on the dimension of brand trust. This finding can provide strategic guidance for marketing efforts that aim to weaken the negative effect of consumer animosity on brand trust.
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