A Study On Consumers Trust Transfer From Retailer’s Offline Shops To Online Shops

With the rapid development of China’s online shopping market in recent years, more and more Internet users are direct or indirect contact with online shopping. Chinese Internet users’online shopping frequency and amount of consumption turn to the high range, the type of goods purchased involved in all aspects of daily life, the depth of the user’s online shopping is gradually strengthening. In order to grasp the opportunity of rapid development of online shopping, Taobao, Jingdong Mall, Amazon, Dangdang invested heavily in expanding online retail business. The companies which have established a stable size and good reputation such as Suning, Gome, Carrefour, Wal-Mart have opened online store.2010China Internet Information Center released the2010China online shopping research report which showed that as the gradual optimization of Internet access in China the network integrity and security becomes increasingly restrictive for Internet users using e-commerce network platform. The trust of online trading has become an important issue that researchers have to consider. How to reduce consumers’ perceived risk and perceived uncertainty to build a a relationship of trust with consumers is becoming a big problem to take advantage of online shopping for product retailers and service providers to establish new sales channels to expand the business. On the background of Relatively low Chinese Internet users’trust in the process of online shopping, building customer trust in is of great significance for the network companies to improve the operating performance of the network enterprise to achieve network transactions. For offline retailers that have established a certain scale enterprises, build the initial trust of the network channels on the ground of solid retailing channel is an important current issue.As one of the key factors of relationship management, trust becoming the center of theoretical and practical concerns. The existing literature material indicated that, the trust research is already systematic and detailed, different scholars have conducted the research of trust from different angles at present. Some scholars based on psychological perspective focus on people’s different character traits, to find the relationships between people.(Roller,1967). Some scholars from the perspective of Sociology to research the the trust of social relations and social systems (Barber,1986). Study from the view of management take organization as the object to research trust in the organization and performance of the Organization(Zucker,1986).Some scholars took research from the perspective of customer relationships and divided employee-customer trust into trust belonging customer and trust belonging to enterprise (Fu Xiaorong.2009). Trust and loyalty research from Marketing and consumer behavior perspective have shown that trust can significantly influence consumers’purchase motivation, and trust significantly affect customer loyalty. Some scholars introduce innovation diffusion theory into study of trust, find that trust have positive impact on new technology adoption, and certain characteristics of the new technology, such as perceived usefulness, perceived ease of use, perceived enjoy, perceived playfulness, perceived match, perception of security have positive impact on customer trust.The existing studies have shown that there is variety of ways of establishment of trust, including trust based on the calculation process, trust based on the cognitive process and trust based on recognition process (lewicki&bunke,1995). Some academics have also integrated the theories of psychology, sociology, economics and marketing, and based on that theory the trust may be built in the process of commercial exchange through five processes. These five processes are in accordance with the before and after order is calculation process, forecasting process, the ability to determine process, the motivation process and the transfer process (doney,1997). Fung and lee (1999) study trust from the trust-cycle perspective shown that the formation of the initial trust is the the first step and the most important step to the general trust research. Stewart, kj (2003) study the connection between the sites and site,find that trust can formed from website and website transfer, the study also found that trust transfer phenomenon is more significant as the number of connection between the website and the link quality. Yang, Huang Lihua et al (2008) study based on the theory of the perceived groups integration and introduce the expected quality of process integration to trust transfer, found that the expected p quality of process integration plays an intermediary role in the trust transfer process.Most of the study of trust focused on trust property, trust factors that influence consumer behavior and factors impact of trust, study of trust transfer is insufficient. Previous research on trust transfer is mainly focused on the transfer of the trust formed by the connection between online sites and online sites, as well as individual factors on trust transfer effect. Less study combined technology diffusion theory and introduced the technology acceptance model to trust transfer study to study the perceived safety, perceived usefulness, perceived ease of use to transfer the trust’s. Integration and on-line process line for consumers to form a trust relationship on line retailers, perceived quality of the factors that consumers can effectively observe and feel, the perception process integration study of the quality expected that the perception process The integration of quality is expected to play a significant intermediary role in the trust transfer process. There is only little study combined perception quality of processes for integration and technology diffusion theory in the study of the literature of the trust transfer phenomenon. This study wishes to enrich the theoretical analysis and empirical research on trust transfer by empirical study.On the basis of the original study of trust transfer and trust, this study combined the entity theory of the of groups and technology diffusion theory, and the general public awareness about online shopping, introduced the perception of the quality of process integration and perceived security, perceived compatibility in trust transfer process. This study is focus on companies which have established a large-scale retail channel and own good customer trust based on trust transfer of the trust, and build a trust transfer model from off line trust to online trust.And study whether the online business trust have direct or indirect effects on online trust, and find the factors affecting the transfer to benefit the management theory and practice of research.This paper is conducted by the survey method, first by the selection of respondents choose the line of the retailer’s store to buy your product, and there is no entity in the retailer’s online store to purchase the consumption of the product as the object under investigation, have ensured that first contact the retailer’s online shopping site. Before respondents complete a questionnaire first asked respondents to visit the retailer’s Web site to read the information, and then fill out the questionnaire, in order to enable consumers to form a perception of the quality of retailer offline and online process integration, so as to explore the perception process The integration of quality perception on the line trust to online initial trust. Online shopping is not just the early adopters of new technology in a way not only popular among college students, have come more and more the community directly or indirectly, to participate in the online shopping process, this study in the choice of those surveyed, there is no past, scholars used college students as subjects, instead of using a random sample of street intercept, select the community as a research object.This paper studied the influencing factors of the transfer process of consumer trust of the retailer from offline to online, the empirical study found that offline’s trust of consumers has a significant impact on online trust and perceived quality of process integration between consumers and retailers, while perceived quality of process integration has a significant impact on online initial trust and consumers’ perception of the security of the retailers’online shopping site,online initial trust, Perceived usefulness and perceived compatibility. Perceived security and perceived compatibility has a significant impact on online initial trust. Different from the previous literature findings that the perceived usefulness and line trust has no significant impact on online trust. Therefore, this study showed that the perceived quality of process integration, perceived security and perceived compatibility plays an intermediary role in the trust transfer process. This paper studied the technology acceptance model, the perceived quality of process integration and the perceived compatibility research on trust transfer process, this will be a useful supplement to customer confidence and trust transfer theory. There’s a guiding significance to the transfer of consumers’confidence on retailers’guide,the construction of on-line channels, maintain the original customer loyalty and improve the competitiveness of enterprises.