Research On The Online Shopping Trust Of The College Students Based On The Multiple Logistic Model

With the rapid development of the Internet and the information technology, The unique convenience and personalized advantage of the internet appeared, Enabling the online shopping has been more and more favored by the college students. However the uncertainty and risk of the online shopping make the research on trust of online shopping becoming more and more important. Lacking of trust is thought to be one of the important restriction to the development of online shopping.Based on the trust of online shopping as the breakthrough point and the college students as the research object. Using the analysis of variance, factor analysis and multiple Logistic regression analysis etc. to assess the effect factors of college students’ online shopping trust, Exploring all kinds of factor on the influence degree of the college students’ trust, take this to business marketing scheme, to the government set up the perfection of the legislation and the related education school inspire.Based on the concept of trust and consumer trust reviewed in the related literatures, The author summarized the trust hierarchy in the online shopping, Analysis the four kinds of factors influenced the online shopping:Trust tendency, Merchants trust, Trust and the Individual factors of the college students. Then, puts forward the research contents and the assumptions.Research data in this study got through the questionnaire which based on the analysis of the online shopping trust in the related research achievements. Based on the102pilot test sample, getting eight factors influence the trust of online shopping:The basic concept, Web site reputation, Website design layout and scale, Service quality, Commodity factors, Network security system, Legal protection system and the third party rating.The results of this study show that:Firstly, the basic personal trust tendency factors has no significant influence; Secondly, website reputation, services quality and commodities factors have a positive impact on online shopping trust, but the website design layout and scale have no significant effect; Thirdly, legal protection system and the third party rating have a positive impact on the online shopping trust, but network security system has no significant effect; Finally, the degree and the age of online shopping have significant influence on trust, but other factors of individual characteristics has no significant effect.