An Analysis of Consumers' Brand Trust Building and Behavioral Tendency from the Perspective of Self-Presentation
DOI:
https://doi.org/10.54097/87b7vf44Keywords:
Self-presentation theory, Brand trust, Self-congruity, Behavioral intention, Impression management, Consumer identityAbstract
Study of the application of the theory of self-presentation to explain the construction of consumer brand trust and behavioural changes. Apply Goffman's dramaturgical theory to explore how self-congruity theory by Sirgy and the multi-dimensional trust model proposed by Mayer, Davis and Schoorman influence the construction of brand trust, how different dimensions of trust determine purchase intention, loyalty and word-of-mouth intentions, and what changes in the self-presentation-brand trust relationship are caused by the digital media environment. Therefore, the above studies indicate that the two primary ways consumers connect their self-concept with a brand are impression management and identity signalling; brand trust acts as an intermediary psychological bridge connecting this self-brand alignment to continuous behaviour.
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