In the aspect of exploring the influenced factor on the customer, first of all, defines the customer trust as cognitive trust and affective trust;

电子商务企业声誉对顾客信任的影响因素分析，首先，将顾客信任按类型分为认知信任和情感信任，并依据调查数据对假设指标进行因子分析；

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Trust is also an affective factor which works directly on the thickness of the filter, so it should be regarded as the forth important factor in addition to motivation, confidence and anxiety.

信任度也是一种情感因素，并直接影响过滤网的厚度，应被视为除动机、自信、焦虑外的第四种重要因素。

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The more affective commitment with core brand, the higher brand trust for brand extension.

母品牌愈多感情的承诺，愈信任该品牌延伸。

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