Research On The Trust Problem Of B2T Electronic Commerce Based On Structural Equation Modeling

B2T has brought new bulk to consumers of consumption model, also offered anew sales channel to companies. With the vigorous development of B2T mode, theproblems is also emerge in endlessly, group purchase trust crisis has seriouslyrestricted the development of group buying, becoming the bottleneck of thedevelopment of the network, therefore, the improvement and maintenance of hightrust and satisfaction is predicated on the sustainable development of group buying. InB2T electronic commerce mode, websites can choose their cooperative companiesfreely, so, website is the link of the bilateral trades, how to play its role in the bulk andhow to increase consumer confidence are important problems faced by B2T.In this paper, the current B2T e-commerce existing four of the third partymechanism in the present, feedback mechanism, entrust payment services, SNSplatform and the third party credit certification, it research whether it can alleviatetrade risk perception and increase website trust for consumers. First of all, this articlefrom the aspects of the theory of B2T e-commerce pattern describes the concept one-commerce trust, analyzes the applicability and superiority of the structural equationmodeling used in this paper, and proposed the third party mechanism factorsinfluencing consumer trust. Then we based on structure equation model to constructthe B2T trust hypothesis model. Finally, use empirical analysis of the model,according to the empirical results to modify and discuss the results.The results show that, entrust payment services on group buying site trust is themost significant effect, and website can through a variety of third party paymentservice to enhance consumer group purchase trust. Perceived feedback mechanismeffectiveness have positive effect on the trust of sellers and websites, but for websiteis greater than the effect of seller. The trust of the website has the positive influenceon the trust of seller; therefore, if the group purchase site wants to play anintermediary role, it must establish the buyer for their trust first.