Comparative Analysis Of Eastern And Western Areas Of Consumer E-commerce Trust In China

The rapid development of information technology and the network is graduallypopularity made the electronic business enterprises development accelerated. Thismakes the net buys has rapid development into a more mature shopping mode,gradually into the daily life of the consumers and in the future become mainstreambusiness model.At present, the electronic commerce development facing the biggest bottleneckis consumer trust issues, and as the China’s economic development condition has theregional unbalanced, the consumer trust also has the same question. So thee-commerce balanced development should worth our more concern.Through the present literature review of the e-commerce consumer trust, theseresearches rarely involve the contrast of the regions research; and the real evidenceresearch is even few. One of this paper’s mainly purposes is analyze the mostinfluence factors of the consumers’ trust in the electronic commerce, and looking forthe methods and ways to promote the security of the consumers. And the secondpurpose is to improve the consumer’s trust degree, expand their net buys proportion,development the level of the e-commerce in the western region, thereby narrow thegap between the areas, and finally achieve the coordinated development in electroniccommerce of the eastern and western areas.According to the summary and absorption of the existing literatures, this paperwill analyze the consumers of the eastern and western from the aspects as personaltrust tendency, website construction, e-commerce environment, the circumstance ofthe payment, the communication with the merchants and so on. First, the paperhypothesis6impact factors has significant effect on consumers’ trust, andintroduction the questionnaire data into the model to be tested and verified. Then thearticle adopts the SPSS16.0statistical software to analysis the collected data.Eventually we will have all factors’ influence degree and influence direction. The results show that: safety is the most concerned factor of the consumer trustin e-commerce in both east and west, but the personal trust tendencies has little force.To the east consumer,the safety, reputation of the store, the quality of the goods andserve were found to have significant influences on consumer trust; but to the westconsumer, the significant influence factors are the safety and the degree of contactwith the store. Finally the author according to the key factors that influence theconsumer trust improve some idea and suggestions which has pointed to enhance theconsumer trust, promote our electronic commerce level and to balance the areadevelopment.