The Influence Factors Of Shanghai Online Team-buying Trust Research

With the rapid development of Internet and IT networks buy C2B,e-commerce mode is growing in depth people’s daily lives, to become"user-centric business model. However, no matter what kind of businessmodel, and trust are an important condition for successful trading is thebasis of network integrity system was established. Parties to thetransaction the lack of trust is bound to affect the entire network marketand healthy development of However, Chinas credit rating has beenthe lack of uniform industry standards.Buying online fierce market backdrop, some businesses in order towin more eyeballs and sales began to find ways to "Fun" buy, all kinds ofvicious competition in the form of frequent exposure. Along with thedecline of consumer dissatisfaction from enterprises. Buy1288thecollapse of the media as a landmark event to open the "closures". Anindustry in the short term ups and downs, the reason is closely related tothe immaturity of its market development. Therefore, buy the site at thesame time strive to become bigger and stronger, but also to uphold theintegrity of the concept of innovative breakthroughs.In view of this, I want to be able to put forward constructive views ofempirical research for the development of network buy. In this thesis,Shanghai buy Internet users as the starting point, research, acceptedby the network buy this mode of shopping to what extent, and how thelevel of trust between consumers and online retailers in the process ofBuying Online What factors affect the consumer trust in and betweenbusinesses.In this paper, based on access to research information, take acombination of interviews and questionnaires, demographic variables,affective trust, cognitive trust, behavioral trust dimension of trying tomore fully summarized the impact of Buying Online trust of the impact factor. On this basis, assume that the relationship between variables forcorrelation analysis, and the establishment of the evaluation of networkbuy credit model. After the data analysis of survey results, we draw thefollowing conclusions:Shanghai Internet users is a great potential for developmentnetworks buy consumer groups;(2) groups of Buying Online experiencea considerable part of have experienced are not satisfied with theonline shopping experience;(3) trust network buy the main influencingfactors in three areas: cognitive trust, affective trust, behavioral trust;(5)brand influence behavior trust the positive effects of role;(6) cognitivetrust positive effect on the behavior of trustOn this basis, for buy corporate how to strengthen self-construction,a high degree of confidence to buy enterprise so as to promotesustainable development, recommendations from the macro andmicro.But there are also some shortcomings: in the data and select thelevel of cross-sectional data used in this article reflect today’s buy ofInternet users, attributes, can also measure the relevant factors, see thecorrelation between But it is difficult to reveal to buy consumers and thetrust of the change and development process, it is difficult to reveal thisto see cause and effect relationship, so it is necessary in the later caseof a conditional, by means of multi-track panel data and othermeasures of statistical tools to conduct a more in-depth researchanother the one hand, in the variable selection results based onregression analysis, the coefficient of determination in the finalregression equation is less than80%, indicating that80percent of thelack of interpretation of the dependent variable regression equation,future studies need the introduction of explanatory variable, andimprove the regression analysis.