The Research On Influencing Factors Of Trust In Online-stores

With the popularization of Internet, setting up shop on the Internet has become a trend. However, with the growing of the stores, consumer's trust problem has appeared. Trust is the key to the success of e-commerce. Meanwhile, how to obtain the trust of consumers is the first step toward success to the operators.Based on the summarization of previous researches about network's trust, the article's aim will be targeting the online-stores, and divide factors affecting consumer's confidence in the online-shops into three aspects: the factor of online shops, the factor of consumer and that of network's environment. The factor of online-shops is the focus of this article, including six factors: the reputation of the store, the store's service system, the store's design style and scale, the products sold in stores, the degree of interaction between consumers and stores, the information's quality provided by shops. Consumer's factors include the psychological tendency to trust and the experience of online shopping. Network's environmental factors include the following two aspects: the perfect legal system, and the security of transactions, a total of 10 affected consumer trusts in online stores.This article discusses three relationships: the impact on the trust by above factors, the relationship between the trust's inclination and factors, and the relationship between trust and trust's inclination. Statistical analysis showed that hypothesis is basically confirmed, but it is also needed to amend the model. The results show that the order of the significant factors affecting consumer's trust in online shop is followed: the store's service system, consumer's psychological trust tendency, store's reputation, store's design style and scale, the perfect legal system. The other five factors can't enter regression model. Trust has a positive impact to the inclination; consumer Web experience, store design and size, the store's reputation, the perfect legal system, trust tendency all have positive significant impact to consumer's inclination to register. However, store's design style and scale, the degree of interaction between consumers and stores and consumer's network experience all have positive significant impacts to consumer's inclination to purchase. Finally, the article combined with the empirical study results at home and abroad, puts forward some suggestions for operators of online-stores.