E-commerce Business Reputation And Customer Trust

The Chinese Academy of Social Sciences released "the survey report of Chinese e-commerce's market of 2005 " to point out for the first time, over the next five years, China will welcome a climax of e-commerce trade. But the rate of shopping online is only 24.5% at present in China.The " hot topic report of China Internet (2004) " released by China Internet Network Information Center(CNNIC) in 2004,pointed out that the main reason why the unexperienced people do not attempt to buy online is that they distrust the website or afraid of being deceived. Massive research indicate , the reputation of e-commerce venture can promote customers to trust .But exploring the evaluation system of corporate reputation and the impacted factor of corporate reputation on the customer's trust is the foundation of effective management of corporation reputation .So this dissertation focuses on how customers evaluate corporate reputation from their point of view and how the corporation reputation influence the customers' trust.About the evaluation system of E-Commerce corporation reputation , After reviewing the literatures in the field of corporate reputation research and analying characteristic of the network environment,defines the E-Commerce corporation reputation based on the theory of corporation trust in the view of customer and propose the assumption of the reputation evaluation index of e-commerce venture;Secondly,the dissertation chooses the China E-Commerce trade as the background ,then takeing to the on-line customer's interview and the questionnaire survey data as the basis, examines and revises the index by the exploratory factor analysis (EFA) and confirmtory factor analysis (CFA). After that, we draw four factors to evaluate the corporate reputation from the customer's point of view. They include ability factor,integrity factor,benevolence factor and customer-oriented factor. Finally, examines the structure equation model of the electronic commerce corporation reputation , and discovers the four factors all have the effectiveness to the electronic commerce corporation reputation , that confirms this article supposition.In the aspect of exploring the influenced factor on the customer,first of all,defines the customer trust as cognitive trust and affective trust;After reviewing the literatures in the field of the relationship between the corporation reputation and customer trust,supposes the four factor all have effectiveness to the cognitive trustand affective trust;Later, carris on the regression analyse through the data and finds out that :(1) all of corporation reputation factors have significantly positive impact on the customer's cognitive trust;(2)only the two factor, integrity and benevolence ,have the effectiveness to the customer' affective trust.Finally, the dissertation briefly explains the model and the assumption , analyzes some weakness in the research and gives suggestions of the further study.