本研究從企業形象的三個不同構面出發，探討仁慈關懷企業形象的不同構面，它主要是透過五種信任過程(消費者心理過程)裡的哪一個去產生信任或相對於其它的信任過程更為顯著，並揭示出企業形象的不同緯度對消費者信任影響的差異性，期望能提供企業在對於仁慈關懷的企業形象塑造時，應該著重在哪一個方面，而在行銷決策上能夠使企業更有效率的去達到他們想營造的形象和目標客群互動。
首先將仁慈企業形象劃分為機構形象、功能形象及商品形象，將五種心裡過程作為我連結信任的一種信任機制，並將信任劃分為可信賴性和仁慈心。目的在於，仁慈關懷企業形象的三構面，對於信任機制的五種心裡過程，其影響的差異性，進而找出相對有效的途徑去幫助企業建立起信任。

The main purpose of current study is to explore a relatively effective way for a corporate to build trust with customers. The research was designed not only to understand the differences in the effects of three types of benevolent image of a corporate (institutional, functional and product) on consumers’five trust-building processes (calculative, prediction, capability, intentionality and transference), but also to find out how these five contributes corporate trust building. We expect the research results would be helpful for corporate’s trust building via appropriate type of image and effective trust-building processes.

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