The growing smart phone market in China is the specific research area selected for understanding the impact of brand trust on purchase intention.Now given this context, it becomes imperative to understand how consumers make their purchase decisions. Are purchase decisions based out of value and quality alone, or are there much more complex brand associations that play a role in making a purchase decision. Researchers have presented that brand experiences are indeed formed as a set of complex associations.
Various study arguments present how satisfaction induced trust over time can serve as a predictor for purchase intentions and behaviour of consumer towards the brand product. In making a decision to purchase the product, past experiences of using that product comes into play.
studied the relationship between perceived value and purchase intention having celebrity endorser as the moderating variable. The results indicated a significant relationship between perceived value and celebrity endorsement as well as perceived value and purchase intentions whereas it was found that the interaction between perceived value and celebrity endorser does not have a significant impact on purchase intention. Some more dimensions have also been studied in different researches that effect purchase intention such as enjoyment value, character competency value, and visual authority value, monetary value.
It is also stated that the concept of trust has different connotations in the final consumer and industrial markets. The research purpose is to identify whether trust affects consumer purchases in the smartphone market in China. In this research, consumers would be interviewed directly on how they perceive trust as playing a positive role in helping form their decision towards smartphones in the Chinese smartphone market.