Study on the interactive relationship between customer´s emotional response and the brand trust — In the view of online shopping

Customer´s emotion is an indicator of customer satisfaction, also is the basis for the customer´s second buying. While in online shopping, issues of brand trust resulted from customer emotions are the focus problem in this field. By using the method of investigation, it is suggested that online business should pay more attention to strengthen the refinement of the brand value, to the brand experience design and to improve customer value when try to improve customers´ good moods.