Study Of Factors Affecting Consumer Trust In E-commerce

Along with the development of technology of network, and the rapid development of electronic commerce, real life people are more and more involved in online shopping. Compared with the traditional marketing, the Internet is the resource sharing, interaction, open, global platform, the choice of consumer, open and autonomy, in such a Pacific trading platform, network exists to various risks and uncertainties, consumer trust problems hindering e-commerce development has become one of the important reasons. Therefore, the trust established under the e-commerce environment become particularly important in this context, the paper focused on e-commerce environment factors and consumer confidence building measures, formulate the good environment, build trust e-commerce environment of good business and consumers trust relations, and promote the vigorous development of electronic commerce.For e-commerce trust in the last century studies both at home and abroad, this paper reviews the literature about the definition of trust, including psychology, sociology and economics of trust, then the study e-commerce environment of trust, the comprehensive research on the basis of predecessors theoretical research, summarizes the consumer trust is established, and the factors affecting factors affecting consumer confidence e-commerce from the analysis framework, network platform, online marketers, institutional factors and consumer itself in four aspects, eight hypotheses were proposed, discusses the influencing factors and consumer trust consumer trust, consumer network familiarity, transaction experience for consumers purchase behavior of produce effect, then through the questionnaire data, and statistical data, using Stata 11.0 to survey data correlation analysis and regression analysis, the empirical research conclusion.Based on the analysis results showed that many trust factors, network platform of trust for consumer trust influence characteristics and is not obvious, But the trust online marketers to consumer trust has significant influence, Consumer confidence and consumer purchasing behavior has significantly positive correlation, Consumers of networks familiarity and consumer trust relationship is not significant, but significant influence on consumers' purchasing; Past experience of network consumers to consumers'trust and purchasing behavior has obvious effect.Through the conclusion for analysis, the paper analyzes the influence factors of final forward the improvement measures:Strengthen the network information security technology; Improve shopping experience; Perfect legal laws and regulations; Establishing and perfecting the credit system, encourages consumers to network shopping. In the survey data acquisition process, the selected respondents are generally high educational level, sample representative had some limitations.