Online Shopping Trust Dynamic Process Generated By The Social Research

Along with Internet's rapid popularization and electronic commerce's vigorous development, more and more people start in the network the shopping. When discussion network shopping behavior increase and social individual behavior determinism, the network trust culture entered the sociological researcher's line of sight. Trust issues related to the purchase of individual decision-making, becomes one of the main problems to affect this kind of new shopping way development. In-depth analysis of online shopping in a culture of trust in the process has now become an urgent need, theory and reality is of great significance.This article based on the electronic commerce world macroscopic social background, and selected trust culture of the network shopping is the research subject. Using the questionnaire survey, the case interview and the comparative analysis unifies the method, try to construct social formed process model of the trust culture in network shopping from the trust sociological theory angle of view. This article believed that the network shopping's trust culture is not a static phenomenon, but is a dynamic process. Already existed the trust in online shopping culture will become strengthened the culture through a positive experience, and vice versa. The formed new net purchase trust cultural background radiation to a wider scope of the potential purchase network users, so that the culture of trust online shopping have self-reinforcing effect.The full text altogether divides into five parts. The first part, has expounded this research background and significance. The second part, the research design, summarized showed this research's research mentality, the research supposition and the research technique, and carried on showing to this article acquisition of information method. The third part, systematically reviewed the domestic and foreign trust research and the network shopping research theory achievement, and laid a theoretical foundation for the assumption of this paper. The fourth part, according to online shopping culture of trust, generated elements of the process of confidence-net purchase dynamic model. The fifth part, summarized the conclusion of the study, and explained the limitations and inadequacies of the study.This research data source in network shopping customer confidence level investigation, in 2004 Chinese Internet hot spot investigation (CNNIC), in 2006 Chinese on-line shopping market survey, in 2007 China Internet development condition statistical reports (CNNIC), in 2008 Chinese Internet development condition statistical reports (CNNIC), C2C electronic commerce questionnaire survey and supplemented by online shopping cases interviews.