Antecedent Of Trust In Online Purchase Intention Impacts Research

With the Internet and e-commerce to flourish, more and more people began shopping networks. With the convenience of online shopping, providing consumers with a wealth of information goods, such as personalized service and unique advantage of being consumers. However, along with the rapid development of e-commerce at the same time, hiding in the consumer confidence is gradually exposed, their hinders the development of one of the major problems. By studying the confidence and trust ago dimension, and further analysis of its intention to buy on-line impact, which is conducive to the seller targeted consumer confidence in the development of strategies to promote the development of on-line shopping.In this paper, trust ago and research on the impact of intent to buy on-line research. Recalling the relevant papers in the literature on the basis of the proposed use of the Institute of trust and confidence in the definition of on-line, and summed up the past put forward by the impact of consumer confidence and trust dimensions. Papers to the randomly selected sample of university students in the school through a survey collected in the form of non-shopping network for college students experience the impact of trust, trust in each dimension, intent to purchase the data using statistical software SPSS11.5 on the survey data Analyzed.First of all, the use of factor analysis on the variables selected and classified, and then using analysis of variance, regression analysis and path analysis for further verification, come to trust ago on the dimensions of trust, and confidence intention to buy the dimensions of purchase intent and the impact of values. Finally, on the basis of empirical research, this article from the marketing perspective sellers and the corresponding recommendations.