Research On The Influencing Factors Of Trust In Socialized E - Commerce

Trust is the foundation of e-commerce, the issue of trust has been restricting the e-commerce development. There are a lot of mature results on trust influencing factors on traditional e-commerce. With the development of the Internet, social e-commerce as a new business model began to enter the consumer’s perspective. Although the traditional e-commerce and social e-commerce have somewhat similarities in a way, but different business model makes findings of traditional e-commerce trust factors cannot be fully applied to the social e-commerce. Therefore, the study of social trust in e-commerce has become a new topic.The acceleration of the process of social network has created an opportunity for the development of social e-commerce. The combination of e-commerce and social media has created a new business model.Significance of this study is on the basis of traditional e-commerce, e-commerce trust to social studies made relevant theoretical supplement, make people more insight into the factors that influence social e-commerce trust, and based on the results proposed to increase the level of trust in the social e-commerce suggestions.This thesis summarizes the research findings of scholars of traditional e-commerce trust influence factors, in comparison both the similarities and differences, we will summarize the social e-commerce trust factors for the five major categories: consumer personal factors(personal trust propensity, familiarity), members of the community factors( the trust of community members, the experience of community, identity of community), business factors(business reputation, size of business, the openness degree of business information), commodity factors(perceived quality of goods, the discount degree of commodity), website factors(reputation of the website, network security, communication on network), a total of 13 variables, and theoretical modelof these variables and consumer trust is established.This study used questionnaires, 168 valid questionnaires were collected.The statistical analysis shows that 10 of the 13 variables through hypothesis testing, three failed to pass the test. By testing 10 variables, according to the path coefficients of variables sorted, results showed that the factors of business reputation, size of business, reputation of the website, the network security are the highest degree of the impact on consumer trust.Finallythis paper put forward some suggestions on improving the level of trust in social e-commerce from four aspects, i.e. government, individual, corporate and network monitoring. Among them, the suggestions to the government are supporting for social e-commerce development and improve laws and regulations; to individual are enhancing self-discipline and communicating with community members; to enterprise are changing the marketing strategy and using Big Data technologies; to network regulatory are increasing network security monitoring and strengthen the trust of lower personnel processing.