The Empirical Research Of Wuhan College Students Online Consumer Trust And Its Effected Factors

The research of online consumer trust has been a hot issue on e-commerce development. Sociology, psychology, economics, marketing experts have been done some research from their professional angle seperately. This study from the traditional definition and dimension of trust, empirical studying the status of colleger students shopping online, exploring the system which affected students online consumer trust through macro and micro factors. To take the comparison on trust of online shopping between the students who have the shopping experience and who have notThe thesis used < survey of college Students online consume trust status>made by author (including: survey of online shopping trust, online shopping trust factors and online shopping situation), about 400 college students in Wuhan city joined in this survey.The research has six parts: the first part is about the background and meanings of this research; the second part is the Literature Review; the third part is about the research methods and processes; the fourth part studies the status of college students net purchases by questionnaire survey, has research on college students online consumer trust from the macro and micro factors by five point (e-business operating environment, e-commerce legal system, network technology, the contact and understanding of network, social and cultural environment),to analyse the reason of the situation ;the fifth part has the analysis and discussion, the six part has some constructive thinking and conclusion based on above parts analysis.The basic conclusions of this study are as followed:1. college students who had online shopping experiences occupied 39.3% of proportion of college students, and because of the significant others Oriented in network shopping ,the scope and extent of shopping online have further expansion in near future. Overall, college students network consumption are within their normal consume capacity.2. In Wuhan, the trust of college students online shopping is tended to be in middle level. The students who had net purchases have higher level of trust, goodwill and honest of trust than students who had not, but the ability of trust is just the same. The trust of college students who had net purchases are subject to the different online time what leads to significant difference, but the effect of different number of the purchase is not clear. The trust of college students who did not have net purchase are affected by both their online time and proportion of students who had net purchase around them.3. The factors of impact are different between the college students who had net purchase or not on the trust and its dimensions: the environment of e-commerce, e-commerce legal system is the main factors affected net purchase through college students and their three-dimensional network trust. purchase of e-commerce operation Environment, network technology, social and cultural environment, the net purchase of engagement and understanding is the main factors impacted the college students who did not experienced net purchase trust . The different impact factor of trust whether the college students experienced online shopping is just the reflection of their different stages of net purchase, and also their demands in different stages.