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买卖双方之间的信任感是营销理论研究中的一个重要课题．要充分理解买卖双方之间的信任感，就必须理解信任感形成过程、影响客户信任感的因素、客户对企业信任感与客户对销售人员的信任感之间的区别和联系、信任感对客户购买决策与今后购买意向的影响。
Trust between buyers and sellers is an important issue in marketing theory research. To fully understand the trust between buyers and sellers, we must understand the formation of trust, the factors that affect the customer trust, customer trust and customer trust of sales and customer confidence and the difference between the contact, the trust of customers Impact of Purchase Decision and Future Purchase Intention.