Empirical Study On The Factors Of Consumer Trust In Tea Electronic Commerce

This paper is based on the analysis of antecedent of e-commerce trust and consumer behavior, applying e-commerce trust theory, planning behavior theory, interaction theoretical and customer value theory, combing with the tea features and trade characteristics, exploring the impact factors of consumer confidence, consumer behavior and the interaction relations between them, establishing two mechanisms based on trust, presenting that the web site speciality, interaction and customer value are impact factors of tea e-commerce trust, and building the measurement model of tea e-ecommerce trust, adopting data collection questionnaires and structural model analysis, verifying the theoretical framework and basic assumptions. The major conclusions are as follows:1.The speciality, interaction and customer value all have significant impact on consumer trust, in which the speciality has the highest mean and customer value has the highest influence. It illustrates that in tea e-commerce environment, the consumer has higher degree of knowledge on speciality of tea web site, and those who are in lack of tea knowledge and experiences are more concerned about on-line business to provide products, services and professional information. Meanwhile, consumers are rational and tend to choose online tea shop with high customer value.2.The speciality and interaction of website also have high impact on customer value. Among them, customer value is composed of result value, the program value and emotion value. The analysis shows that professional tea website can provide the consumers with higher quality products, more convenient services and a more sufficient information to enhance consumer result value and program value; the effective interaction between website and consumers can promote mutual understanding and friendship, and further increase consumer emotion value.3.Consumer confidence and purchase intentions of tea also have significant positive relation, the consumers with good intentioned consumption attitude usually have clear online tea purchase intention, which eventually can predict the actual purchase behavior. Hence, the key to develop tea e-commerce is to increase consumer confidence.Therefore, in order to win consumer confidence and increase online sales, tea merchants ought to improve professional e-commerce service level and effectively interact with customers, provide more customer values, etc.; during online trade, the tea merchants should operate their business in good faith and in good manners, actively create a favorable environment for purchasing tea and promote sustainable development of tea e-commerce.