A Study On Factors Influencing Consumer Trust In The Process Of Network Shopping

Along with the development of information technology and the popularization of Internet in China, internet purchase has developed rapidly. For consumers, online shopping has not only been a kind of trend, but more and more taken the place of the traditional shopping ways, become a common way of shopping. As the network shopping has more uncertain factors and higher risk, since it appears, the problems of trust are particularly important. Consumer trust to online shopping is an important impact affecting the development of network purchasing. Also study on influencing factors of consumer trust to online purchase has been a focus of network shopping.This paper first reviewed the research findings home and abroad of consumer trust and network purchase, then put the process of network shopping into cognitive process and operation process, consumer trust was divided into cognitive trust and emotional trust from the perspective of consumer. Based on theoretical analysis, there are two influencing factors perceived usefulness and perceived easy to use in cognition process; five factors trade safety, the quality of the site, the network business reputation, commodity distribution and the service quality in operation process. This paper proposes corresponding hypothesis, constructs the research model, collects data through the questionnaire survey and use empirical methods to test the hypotheses.Through the statistical analysis of investigation data, the study draw the following conclusions:one is five factors perception easy to use, trade safety, the quality of the site, commodity distribution and the service quality have significant positive influences to cognitive trust; the other is four factors perceived usefulness, the quality of the site, the network business reputation and the service quality have significant positive influences to emotion trust. After the identity of various factors' different influence to cognitive trust and emotional trust, this paper refined the research model.Finally, according to the empirical results this paper summarizes research conclusion, puts forward insufficient, and discusses future study trends. Based on the research results, this study pertinently advances some corresponding policies and suggestions respectively from the macro social level and micro network business level. The research wishes to provide the reference to increase consumer's trust to network shopping and promote the development of network shopping active and healthy in our country.