An Empirical Study on the Consumers Trust Influencing Factors in Online Group-buying
|School||Jiangsu University of Science and Technology|
|Course||Management Science and Engineering|
|Keywords||Group-buying Consumer trust Structural equation model|
With the development of internet and information technology, a new form ofelectronic commerce is emerging—online group-buying.Due to its characteristics ofprice discount, and micro-payment, it has attracted a large number of Internet users,and the number of buy site also growing rapidly. However, as the online group-buyingdevelops fast, the consumers pay more attention to the faith in the onlinegroup-buying. This paper aims to study the influencing factors of consumers trustabout the online group-buying and find the signification factors that influenceconsumer trust, to improve trust environment, and has practical significance toenhance consumer’s willingness adopt online group-buying.On the basis of the current conceputal model of the faith on the Internet, a theorymodel of impact factors on consumers trust in online group-buying was proposed.Then the research data is collected through the questionnaire whose reliability andvalidity are analyzed through software SPSS19.0. On the basis of the analysis it willapply the structure equation model to verify the corresponding through softwareAMOS17.0. From the empirical research, the results show:1) the individual trusttendency, fame of the website, law and technique environment, safety of the deal andafter-sale services have significant positive impact on consumer trust;2)perceived riskhas significant negative impact on consumer trust;3) it has obvious positive impact tothe willing of consumers in the group purchase on the Internet from the function ofthe Internet. Finally, on the basis of the results of the empirical research, theconsumers’ willingness to involve in online group-buying can be enhanced through:1)expanding the scale of the website and improving usability of the website;2)perfecting the after-sale services and enhancing the fame of the store;3)strengthening law technique circumstance and heightening the safety of the deal.