Empirical Study on the Factors of Consumer Trust in B2C Electronic Commerce
|School||Beijing University of Posts and Telecommunications|
|Course||Management Science and Engineering|
|Keywords||B2C Consumer trust E - commerce trust model Purchase intent|
In recent years , B2C e - commerce , the rapid development at home and abroad , attracted the enthusiastic attention of domestic and foreign governments, enterprises and academia . So far , both China and the United States , compared with the line , B2C e-commerce online income is still quite limited. Consumers are reluctant to buy online one of the main reasons is the lack of trust . Study the influencing factors of consumer trust in B2C e-commerce , and on this basis to build consumer trust has become very concerned about the issue of academia and e-commerce businesses . The main purpose of this paper is to explore the factors that influence consumer trust in B2C e-commerce , and to find ways and means to enhance consumer confidence , thereby increasing consumer purchase intent , and ultimately to promote the further development of B2C e-commerce . B2C e-commerce features , select on the basis of the relevant literature research , four variables extracted as the antecedents of consumer trust , an important behavior - purchase intent , to establish research model , and made assumptions . The study used a survey to collect data and random sampling method . SPSS11.5 statistical software for quantitative analysis of data collected on the questionnaire . Consumer trust after the study was the following conclusions : \consumer confidence \Finally, according to the conclusion of this study recommendations to enhance consumer trust in B2C e-commerce . \more important indicators of trust , so businesses by shaping the company's brand , improve website quality establish a professional Web presence and online marketing campaigns to take the \In addition , in the whole society through advocacy and education , the mechanism to strengthen the integrity of the whole society .