| The high interactivity, convenience, transparency and personalization of the Internet make online trade more and more popular among sellers and consumers. Because of its virtual and anonymous qualities, trust plays an indispensable role in online trade environment. Today, the absence of trust has become one of the main obstacles to further development of online marketing in China.The research sets consumers' trust in online shopping as the entry point and ordinary consumers as the object to explore the factors influencing consumers' trust on the Internet. Based on literature review and including Chinese culture and market background, the author sets out the research hypothesis and theoretical model and gained the data for the research by questionnaire. The research used ordinal logistic regression model as the main analysis tool, employed CITC analysis method, used a coefficient method to verify and measure the trust limit and validity, combined significance to verify and validate the effects of the six major variables, and parallel regression assumption to verify and validate the reasonability and properness in order to find out the factors influencing consumers' trust in online shopping in China's market environment and its influencing mechanism. The research is carried out mainly based on the following points:1. The paper discusses if product factor and manufacturer factor can be included in the model researching online buyers' trust as two independent factors. The model in the research sets product factor as an separate factor influencing the consumers'trust in online shopping, including five aspects, i.e., ratio of the product price in online shopping and conventional shopping, ratio of product quality in online shopping and conventional shopping, ratio of after-sales service in online shopping and conventional shopping and the price of items in online shopping and delivery time in online shopping. The research results have shown that ratio of the product price, ratio of product quality and the delivery time in online shopping are significant over 1%. The other two aspects are insignificant. However, y2 of the five sub-factors is 46.31 and P 0.0000 by combined significance verification, indicating that product factor, as an independent influencing factor, indeed imposes influence to consumers' trust in their online shopping. Meanwhile, the research results have shown that manufacturer factor is insignificant to consumers' trust in their online shopping, indicating that the visibility and scale of the manufacturer will not influence consumers' trust when they decide if shop the product on the Internet. 2. The paper discusses and summarizes the factors significantly influence consumers' trust in online shopping. The research results have shown that basic trust tendency, payment mode safety, ranking the seller, ratio of the product price in online shopping and conventional shopping, ratio of product quality in online shopping and conventional shopping, ratio of after-sales service in online shopping and conventional shopping, delivery time in online shopping, third-party assessment, the educational degree of the consumer, the time exposing to the Internet and online shopping experience impose significant influence on consumers'trust in online shopping.3. The paper discusses the intrinsic mechanism of various influencing factors influencing consumers' trust in online shopping. During the research, the author has found out that the influence of the years exposing to the Internet to consumers'trust in online shopping is not linear. Consumers exposing to the Internet for 2 to 8 years trust online shopping more than that of consumers exposing to the Internet less than 2 years. However, the attitude of consumers exposing to the Internet more than 8 years has no significant different from that of consumers exposing to the Internet less than 2 years. Meanwhile, the research has found out that the reputation of the website and the convenience of webpage design have no significant influence to the trust of online shoppers, which is different from the research results of many scholars.4. The paper compares and analyzes the different effects of various influencing factors on the trust in online shopping in college student group and other consumer groups. Firstly, the author has found out that in the result of complete sample regression, payment mode security of the online shopping website is significant over 10%. However, it is insignificant over 10% in the sample regression of the college student group, indicating that if or not college students trust online shopping is not influenced by the payment mode security of online shopping. Secondly, in overall sample regression, the ratio of product price in online shopping and conventional shopping is significant over 1%, indicating that if the price of online shopping is lower than that in conventional shopping, the trust of most people will be influenced. However, it is insignificant in sample regression of college students. Finally, according to the result of overall sample regression, product price in online shopping is not an important factor influencing the trust of people in online shopping; however, it is very significant in sample regression of college students.5. On the basis of regression analysis, the author made overall trend prediction and individual variable trend prediction respectively. Based on the final regression model, the author discussed the research result with the method of probability prediction, i.e., discussing the trend of the change in trust probability of consumers in online shopping resulted from the change of each significant independent variable with the probability prediction model.Some of the contents in the above research are exploratory researches. The conclusion may enrich the consumer trust theory, online marketing theory and consumer behavior theory to some degree and will be helpful and instructive to the marketing practice of related businesses. Certainly, the research has many deficiencies that need to be rectified and optimized in the researches in the future.
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