Research On Factors And Mechanism Of Consumer Trust In B2C Electronic Commerce

Internet offers a new trading channel and the Chinese e-commerce has entered a stage of rapid development. However, the lack of consumer trust in online transactions has become one of the key obstacles. B2C e-commerce is facing a more serious issue of trust in online transactions compared with B2B and B2C. Therefore, how to increase consumer trust in online transactions has already been a common concern in academic and business circles.This thesis studies consumer trust in B2C electronic commerce. First of all, the factors affecting consumer trust are analyzed, and then the mechanism of factors is analyzed as well, the strategies enhancing consumer trust are proposed at the end.Details are as follows:First, the factors affecting consumer trust in e-commerce are summed up and concluded based on literatures at home and abroad, and the conceptual model of factors is built as well, which is suited to China. The model is tested and revised through empirical methods and the results are explained at the same time.Second, the mechanism of three major controllable factors of consumer trust in B2C are analyzed using game theory and information economics, including cybermediary(including financial intermediary, certification intermediary and shop leasing intermediary),reputation and marketing ways. The results show that the reason that influencing consumer trust in B2C electronic commerce are as follows: the cybermediaries play a role in credible threat, signal transmission and repeated game and so on; the reputation plays an important role in constraints; marketing ways can transmit the capacity signal of network vendors and form a psychological contract to affect the trust in B2C online transactions.Third, some strategies that enhance consumer trust are proposed based on the work above-mentioned such as building cybermediary club, improving the existing credit rating model in credit system, introducing sellers'alliance and implementing relationship marketing, and validity analysis is conducted at the same time. Innovations are as follows:Above all, system environment (including legal and technology, cybermediaries) and marketing ways are added to the model based on the induction and conclusion of previous researches in B2C environment, the conceptual model of factors is built as well, which is suited to China, and the factor of reputation is divided into site reputation and online company reputation.And then, the mechanisms of cybermediaries (including financial intermediary, certification intermediary and shop leasing intermediary), company reputation and marketing ways in B2C environment are analyzed using game theory.In discussing the strategies enhancing consumer trust in B2C environment, firstly, cybermediary club is put forward against the possible moral hazard in existing cybermediaries and the validity is analyzed as well. Secondly, an improved model is presented against the phenomenon of diminishing motivation utility of integrity in reputation rating model of existing reputation system and its validity is analyzed at once. In the end, the credit advantage of sellers'alliance is analyzed from cross-border coordination and joint liability angles, and the conclusion is that the sellers'alliance is an effective system.