FACTORS INFLUENCING CONSUMER TRUST: A CASE STUDY OF LUXURY PERFUME BRANDS IN TAIWAN

Abstract

This study examines the factors that influence consumer trust in Louis Vuitton perfume among consumers in Taiwan. A quantitative research design was applied, and data was collected through an online questionnaire. The analysis is based on responses from 302 consumers who have experience using Louis Vuitton perfume. Seven factors were included in the study: brand communication, social value, brand image, perceived value, customer care, satisfaction, and storytelling marketing. Multiple regression analysis was used to test the relationships between these factors and trust. The results show that customer care, satisfaction, brand image, perceived value, and storytelling marketing have positive and statistically significant effects on trust, while brand communication and social value are related to trust but do not show strong effects in the regression model when other variables are considered together. Among all factors, customer care has the strongest impact on trust. The findings provide useful insights for luxury perfume brands by showing the importance of service experience and emotional connection in building consumer trust in the Taiwanese market.