中文摘要：

把信任划分为背景信任和具体信任，基于两种竞争性的理论，分别构建了不同层级信任对品牌忠诚的影响机制模型，并收集数据进行了实证检验。研究发现，基于制度主义理论的模型可以更好地拟合数据，背景信任能够促进具体信任；并通过具体信任间接对品牌忠诚产生影响。

英文摘要：

There are two types of customer trust, one is Universalistic - trust, and the other is Particularistic - trust. Theorists has reached a consensus that Particularistic -trust could influence consumers＇ behavior. BUt there are two appoints about how Universalistic - trust Influences Customer Loyalty and Quality Perception. According to the existent literature, it i- dentified two types of trust, Universalistic - trust （ Country - trust, Industry - trust） and Partieularistic - Trust （ Firm - trust, Brand -trust）. Based the two competition theory, it constructed the theoretical framework and research hypothesis, collected date from IT industry, and made an empirical research. The result showed that Institutional theory had better fit index. Universalistic - trust could influence customer brand loyalty not only directly, but also indirectly through Particularistic - trust.