The Mode Witkey Creative Products Trading Trust Influencing Factors Research

It has been few years since the first witkey website advent in 2002, the witkey has been developed to a huge market that tens of millions of people participate in, the volume of transactions has reached to million yuan per day in well-known witkey website, the witkey is the only pattern of commercial that has the clear profit model in web2.0, its development is more faster than ever recently. However, like the traditional model of e-commerce, the transaction of witkey is also based on the Internet, so the fraud problem comes out inevitably, these problems stopped the development of witkey, therefore, the research of the witkey trust was proposed because of the reasons above, this research will help us understanding what factors affect the witkey trust, then we could propose the suggestion that can help the development of witkey based on the factors.In this paper, the first chapter analyze the background, meaning, purpose, ideas of the study and the research of witkey, trust. Chapter II define the concept of the creative product, analysis of the characteristics of creative products and analyze the Witkey market. Chapter III define the concept of the trust in witkey based on the analysis of the trust in the traditional definition, then propose the factors of trust in witkey based on the analysis above, and the factors: perceived evaluation of the Haike to the creative product and the IPR are the new factors proposed by this paper. Finally, propose a model of the trust in witkey. Chapter IV make the questionnaire about the witkey trust to collect data through surveys. Finally, use factor analysis, regression analysis and other methods to analyze the data, verify the assumptions proposed in this paper. Chapter V, conclusions and prospects of this paper, sums up the conclusion of the study, the lack of research in this paper.The results found that the factors of perceived Haike'evaluation of product information and personal confidence tend in trade have the relatively large impact to the trust of transaction; other factors have no significant impact to the trust of the transaction. Finally, propose some suggestions to the development that based on the analysis.