The Study On The Trust And Risks Of Consumer Initial Online Shopping

Lack of trust and perceived risk have been identified as two major obstacles tothe adoption of online shopping. So it is important to build the online consumer trustand reduce the perceived risk for the rapid development of the e-commerce.According to the feature of the current stage of the e-commerce development, thecurrent study mainly focus on the consumer initial online shopping behavior, in orderto shed light on the trust formation mechanism.Firstly, the current study propose the mutildimensional construct of consumerinitial online shopping trust, and hypothesis that it includes environment trust andvender trust. Then through the empirical analysis, the current study finds that theenvironment trust is the antecedent of the vender trust, the empirical research findsthe effect coefficient is 0.47 between environment trust and vender trust.Secondly, the current confirm the positive relationship between the effect factorsand consumer initial online shopping trust. These factors include vendor reputation,firm size, offline presence, website design, assurance seal, past direct shoppingexperience, online experience, income status, social relationship, law, regulations andpolicy. And through regression analysis, the current study find the vendor reputation,website design, social relationship, law and firm size have effect on vender trustsignificantly; regulations and policy, website design, vendor reputation and past directshopping experience have effect on vender trust significantly.Thirdly, the current synthesis the literature about the trust and perceived risk,hypothesis the effect of trust on the intention to use online shopping will be totallymediated by the perceived risks. The literature haven't done the same conclusionabout the relationship between trust and perceived risks, the current study useAmos5.0 software, and construct structure equation modeling to analyze therelationship empirically. The result confirms the hypothesis.Lastly, based on the theoretical analysis formerly, the current study proposes theonline shopping development strategy. From the macro policy view, we should promote the exploitation and application of internet security technology, to build upthe safety online shopping technology environment; enhance e-commerce law toformat the safety online shopping atmosphere; reinforce institute innovation,accelerate the formation of consumer institute trust. From the micro view, thee-commerce vender should build good reputation, design professional website, fosterthe institute trust on vender, use risk reducing strategy, design simple andconvenience online shopping procedure to boost the online shopping.