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Based on the service industry as the background, direct and indirect brand experience on the self development scale for the tool, explores the key factor of brand experience, including three direct brand experience factor, as a service, product experience, service experience, and the result of the personnel contact contact experience, environment and three indirect brand experience factor, namely the enterprise planning and controllable information contact experience, business plan, but not controllable information contact experience, non-enterprise contact experience of planning information. After exploring brand experience of principal components, the author by another group of data on the test, and further discusses the relation between brand experience and brand trust, by introducing the brand satisfaction this variable, build a relevant model of brand experience and brand trust. Through the model analysis, confirmed the direct brand experience through quality satisfaction on brand trust has a positive indirect effect hypothesis, and indirect brand experience through information satisfaction on brand trust has a positive indirect impact hypothesis, also confirmed the direct brand experience has a direct positive influence on brand trust.
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