The Impact Of E-Commerce Website Quality On Customers' Online Trust

Customers'Online trust is a very important issue in the context of e-commerce. As a mediator between customers and companies, the website quality of B2C websites definitely has a great impact on customers'online trust. For encouraging customers to transact with the companies, the companies have to increase their online trust through website. However, there is no consensus about the classification of website quality and how it influences trust until now; besides, the rational choice perspective affords too small a role to emotional and social influences on trust decisions. Cognitive trust can't explain how people make a trust decision thoroughly, if there is no emotional trust. Recent literature mostly ignored emotional trust, so we would like to develop a model to evaluate and verify the relationships between website quality and customers' online trust.E-commerce is a new business mode founded on the platform of advanced information technology and network technology. Its implementation can be regarded as information system strategy. The e-commerce websites, as the interface for communication among enterprises and consumers, represent the new application of information technology, E-commerce website can be viewed as an information system. Therefore, the information systems successful model can be used to test the quality of e-commerce websites, analyze the elements of a successful e-commerce web site quality.E-commerce has great potential market. We must understand all kinds of factors which influence the consumers'online shopping,The quality of e-commerce site is one of the most important factor. This paper aims to analyse how the quality of e-commerce websites impact on consumer online trust through paper review, propose theoretical model, and through questionnaires and data analysis to verify the model. This paper studies the quality of e-commerce websites on the impact of consumer online trust, its main contents are as follows:PartⅠIntroduction. This part discusses the background of the research, the purpose and significance of the research,the research methods and major innovations of the research.Part II Paper review. This part investigates the elements of the website quality, information systems success model and its application in e-commerce, the composition of online trust, cognitive trust and emotional trust literature, to understand the current research on website quality and cognitive trust, emotional trust, and to understand the relationship among them.Part III According to paper review,this paper builds a model on the relationship beteeen the web site quality, cognitive trust and emotional trust, puts forward hypotheses, and describes the reserch methods.PartⅣThis part conducts descriptive statistics on the questionnaires, And conducts a reliability analysis, validity analysis and confirmatory factor analysis on the questionnaire,Part V This part uses the study results to evaluate the website of hefeigouwu. The result shows that the website quality including system quality, information quality and service quality will significantly increase customers'cognitive trust, and customers'cognitive trust will significantly increase their emotional trust; besides, It explains cognitive trust and emotional trust are two different and independent construct in the context of our research. According to the research result, companies can evaluate customers'perception and the degree of trust. Furthermore, companies can improve or establish new strategies to provide better services for customers.Part VI This part summarizes the results of this study, concludes the study by discussing the limitations and implications in the current research and providing some recommendations for future study in this field..