Online Transactions, Consumer Trust

The Internet has provided a new channel for interactive transactions, e-commerce in China has entered a rapid development stage. However, the rapid development of e-commerce at the same time, hidden in which the issue of gradually exposed, consumers lack confidence in online transactions has become hinder the rapid development of one of the key factors. Therefore, how to enhance online consumer confidence in online merchants academia and the business community as a common focus. This study tried to affect consumer confidence in online Empirical Analysis of the factors that have affected the consumer confidence in online transactions attitude of the model, and, accordingly promoting consumer confidence in the search for an effective way.This article first general analysis of online transactions, and then the different areas of trust, and trust in the online study were reviewed, summarizes the relevant literature in consumer confidence in online transactions and characteristics of the elements in this constructed on the basis of China's online transactions consumers trust model, from the consumer, the seller perception, perceptual system factors related to the three aspects of the individual consumer confidence assumptions, followed by college students and office workers for enterprises of the sample model the empirical verification, concludes with a number of management proposals.Concluded that: the impact of consumer confidence in online transactions attitude of the factors consumers personal factors, the level of awareness of online transactions, the acceptance of innovations, the seller known reputation of the seller, the seller site quality, system security mechanisms, interactive system sexual. Including consumer awareness of online transactions, the seller site quality, system protection mechanism for consumers trust the degree of influence is particularly prominent, and consumer confidence is to determine the degree of important factors. Consumer attitudes and the risk of legal norms affect online transactions less distrust. Operators and the relevant government departments to address consumer confidence in online transactions attitude of the main factors to take countermeasures.