Empirical Research Of Chinese Online Consumers Trust Issues Of Online Marketers

The E-marketing is becoming a hot issues accompany with the development of IT and internet. But from another view, E-marketing face a lot of problems. The heavily problem is the lack of trust between online consumer and online marketer and how to improve the trust is becoming the focus for both enterprise and scholars. The intention of this article is to provide a method to improve the trust between online consumers and online marketer through empirical study.The first part of this article is a review of trust study; especially we discuss the characters of trust, the multi-dimension of trust and the structure of trust study. Based on these concepts, we set up models about the structural relationship disposition to Trust , Institution-Based Trust, Familiarity with the Website, Website Reputation, Website Quality as Antecedents of trust; Trust Attitude and Trust Relate Behavior Intention.And then, we proceed with empirical study through questionnaire to research into the relationship between Antecedents and Trust Attitude as well as the relationship between Trust Attitude and Trust Relate Behavior Intention.The results show the multi-dimension characteristics of trust and related concept is efficiency in China witch has different culture background; the different Antecedents has different influences to each dimension of Trust Attitude meanwhile each dimensions of Trust Attitude has different influences to each dimension of Trust Relate Behavior Intention, and then we discuss the influences of all Antecedents to each dimension of Trust Attitude. On the basis of all the discussion above, we emphasize on the importance of Website Reputation and Institution-Based Trust in improving the trust between online consumers and online marketer. And then we analyze the helpful loop between online marketer and the environment of E-marketing on the basis of Website Reputation.On the last part of our article, we analyze the structural relationship between the three dimensions of Trust Attitudes and the three dimensions of Trust Relate Behavior Intentions. On the basis of our empirical study, we provide some advises to online marketer about how to cultivate the consumers' Trust Attitude so as to realize the intention of sales online.