Research On Formative Mechanism Of The Consumer Trust

The arisen research on consumer trust in the western world origins from the connection between online business and purchase risks, which is different from the purchase risks that Chinese consumers sensed toward goods and sellers. And this kind of consumer crisis affects all fields regarding consumer. The chinese scholars regards this kind of crisis as the outcome from risks involving institution, culture, technique, information which are all brought up with social transformation. Specifically, it behaves as the nonstandard institutional environment, which can not protect consumer's rights; in the cultural aspect, it behaves as the cultural shock which is brought from the western culture against chinese traditional Confucianism, and this starts individualism which aspire after the individual maximum interest; in the technical aspect, the updating internet and goods have made our consumers at loose ends; and the variety sources of information have made our consumers can not make their right decisions on purchasing.This paper depends on the abundance of home and abroad literature sorting, it aims at digging out influencing factors which will affect the forming of consumer trust, and combining all factors involving institution, culture, technique and information which have totally chinese characteristics, to construct the formative mechanism of consumer trust with the empirical research. And the formative mechanisms which are adopted by western scholars all have problems such as some of them are just pure factor theory, some of them are pure process theory, and some are just focusing on rational computation though combine the factor theory and the process theory. This totally ignores the influences that the emotional connection between consumers and goods or between consumers and the attached symbol on goods does towards the formation of consumer trust. So this paper will focus on digging out the influencing factors towards consumer trust under chinese transformation background, explore the consumer trust scale, conduct the national layered spot check, explore the consumer trust mechanism based on "rational computation- emotional connection" dimensions through the structural equation modeling method.Conclusions in this paper:First, the status quo of chinese consumer trust presents:1. The total consumer trust is on the low middle level, and there's no significant gender difference; 2. There's significant generational difference on chinese consumer trust, this represents as the younger people have lower level of consumer trust, and the older people have a relatively higher level of consumer trust; 3. The more educated people have lower level of consumer trust; 4. The more urbanization place people lived, the less consumer trust people have. Second, the influencing factors involves three aspects such as consumers, consumptive objects and consumptive environment. Specifically as the consumers' belonging sense, identity and stereotype, the word-of-mouth of consumptive objects, and the institutional trust which indicates the quality of consumptive environment. Third, through the Structural Equation Modeling method, we validate the formative mechanism of consumer trust is a dynamic process combining factor theory and process theory, and it proves that each influencing factor affects the consumer trust formation through emotional connection and rational computation dimensions.Some of the contents in the above research are exploratory researches. The conclusion may enrich the consumer trust theory, marketing theory, consumer psychology theory and consumer behavior theory to some degree and will be helpful and instructive to the marketing practice of related businesses, meanwhile, it also has the reference value towards the standardization of national institutional environment. Certainly, the research has many deficiencies that need to be rectified and optimized in the research in the future.