Network Group Purchase Consumer Trust In The Influencing Factors Of The Empirical Research

With the rapid popularization and application of the Internet, the online group-buying mode also develops rapidly in China. But, because of the characteristics of virtual and anonymous internet trading environment, the lack of consumer trust has become an important factor to hinder its development. This study aims to explore the various factors which influence consumer trust in online group-buying, looking to find ways to enhance consumer’s trust for e-commerce companies,thus to increase consumer’s trust in online group-buying, and ultimately promote the further development of the online group-buying.This paper first reviews the relevant literature on the modern definition of trust in electronic commerce, inductive the elements and characteristics of consumer trust in online group-buying. On this basis, we build the customer trust model of Chinese online group-buying, put forward hypotheses from the four aspects of the consumer’s own factors, the online vendor factors, group-buying website factors and goods factors. Through the questionnaire we investigated the factors which impact consumer’s trust in online group-buying, and use statistical software of SPSS17.0and LISREL8.70for analyzing the survey results data, testing the hypotheses. Ultimately the conclusions of empirical research are: consumers’tend to trust and trust transfer between the consumers; the online vendor’s reputation degree and the size of the vendor; payment security of the group-buying website; the differences in price and quality between group-buying goods and the traditional trade of goods all have a significant influence to consumers’trust in online group-buying, however, the convenience of group-buying website’s page design and its popularity are of no significant impact. Finally, this paper proposes corresponding operation and management recommendations for relevant participants in online group-buying according to the study results.