Influencing Factors Of Customer Trust. Online Shopping

With the development of Electronic Commerce, both consumers and merchants on Internet are more and more concerning about the trust. Indeed, customer trust play a role in consumer's buying decision. In the era of intensely competition, the merchants on Internet have no choice but to win the customer trust to survive and develop in the fast changing environment. Thus how to evaluate consumer trust and its influential factors becomes one of their key concerns. This dissertation discusses the relationships among customer trust, its influential factors and customer's willing to exchange in order to make clear the internal functionary mechanism and to improve customer relationship management.The dissertation starts with the review of abundant literatures and discusses the concepts and classifications of customer trust in electronic commerce. The scale of customer trust factors was systematically, normatively structured. Then in online shopping, through surveying questionnaires acquiring data, statistical analysis and path analysis, the dissertation draws mainly the following conclusions:(1) The factors of customer trust are classified as: institutional factors, commercial reception factors, Word-of-Mouth factors and personal factors.(2) There is remarkable positive correlativity among customer trust and the following three factors: institutional factors, commercial reception factors and Word-of-Mouth factors.(3) Both customer trust and customer's perceived value are determining factor to customer's willing to exchange. And there is not remarkable correlativity between customer trust and customer's perceived value.(4) Although customer trust is not the most determining factor in all influential factors of customer's willing to exchange, it is a standard to choose merchants and a requirement of online shopping.