| With the rapid popularization of the Internet and e-commerce to flourish, more and more people start shopping on the network, especially in B2C transactions, developing rapidly. As a typical representative of B2C, Taobao Mall was established in April10,2008, since its establishment, many brands, including Kappa, levis, esprit, JackJones, Lock&Lock, Supor, Lenovo, HP, Disney, excellent libraries and other clothing, Taobao Mall flagship store officially opened, so far, Taobao Mall already has more than400million buyers, more than50,000businesses, more than70,000brands. Taobao Mall on November11,2010(Singles) the day sales of1.95billion, more than a day of shopping malls in Hong Kong’s total sales. However, the rapid development of the B2C e-commerce, online retailers how to build a solid consumer confidence has reached a long-term profitability goals urgent problem.Electronic trading market, there is a network of retailers in the intermediary, who provides the market infrastructure and vendor community, and the seller in this market is the community infrastructure for transactions. Typical example is the electronic trading market environment, consumers are willing seller in an unknown commodity to buy there, even though they know there is a significant risk because they believe were from the relatively known intermediary system provided mechanism. Consumer electronics market to a seller in the trust will not only affect their trust of other sellers, but also affect the way their network to buy. In this paper, the electronic trading market environment, the impact of trust on consumer behavior. China’s electronic market through an active online shoppers in the222questionnaires issued, then reached through empirical analysis of this study objectives. The empirical results indicate the presence of an intermediary for the consumer trust and loyalty of attitude has a strong impact on purchase intention, even though the seller community trust on behalf of consumers under the two concepts of consumer behavior is no significant impact. In addition, the results can be found from the trust by the intermediary groups who transfer to the seller, this finding means that the trustworthiness of intermediaries in determining consumers’ trust and accept what the seller on this crucial role of the actor. This study is in this context started.Focus of this study:home and abroad through literature review and research, according to the theoretical and practical research into the need to trust an intermediary trust and confidence in the seller, and find confidence factors (trustworthiness)-capacity, goodwill and ability In this study based on the concept of the model and underlying assumptions to determine the object of study and questionnaire. Empirical research in part through the issuance of electronic questionnaire survey conducted on the returned questionnaires for statistical analysis, this paper tightly around the three research questions:(1)How does each factor of intermediary trust affect consumer trust;(2) Electronic trading market exists in the trust mediator could transfer to the seller;(3) In the online shopping market, intermediaries trust and how to distinguish between the seller trust affect consumer attitudes and buying behavior loyalty. This article explores consumer trust in online shopping behavior of consumers, the impact of these three issues will be the final answer.This paper content consists of five parts. Chapter1Introduction, combing the purpose of this study and research significance. Literature review in Chapter2, leads to a deeper level of trust in meaning, the electronic trading market, consumer confidence in the mediator into confidence and trust the seller, and described its significance, at the same time also provided an overview of trust on consumer behavior (mainly the attitude of loyalty and purchase intention) effects. Chapter3is the method of this study was presented this conceptual model and literature inferred from the previous assumption, this research aims to identify and meet the requirements of this measure, and determined the study, questionnaires and statistical analysis. Chapter4, statistical analysis, the results of the survey data collection and data analysis, reliability and validity, factor analysis, path analysis, significance tests, etc., and explain the related statistical analysis and interpretation of this Section3to determine Chapter nine proposed hypothesis is correct or not. Chapter5is the conclusion part of this article, and further elaborated on the results of the analysis, draw relevant conclusions, relevant for the network B2C retailer reasonable proposal, pointing out that this study’s lack of innovation and research.Conclusions of this study can be summarized as follows. First, the trustworthiness of the three characteristics-good faith, integrity and ability, the results show that the goodwill and integrity of these two characteristics of the intermediaries have an important impact on confidence, trust in the ability of intermediaries have not significant. Second, the electronic trading market intermediaries in the trust can be easily transformed into trust the seller. Third, the results show that consumers in the B2C market in the trust mediator of attitudes impact loyalty and purchase intentions are, but consumer confidence is on both the seller had no effect. Finally, the attitude of loyalty to the original purchase intention is a key determining factor.This contribution to the study and innovation are as follows:First, this single study of trust in electronic trading market. Research on consumer trust there are many, generally speaking, most are focused on building trust in e-commerce-related, such as the trust factor, but this article in the electronic trading market into two suppliers, intermediaries that are divided into and sellers, intermediaries and were studied the impact of trust and confidence in the seller; Second, this article reveals the electronic trading market, the trust from the intermediary to the seller of metastatic, the results can be used to develop practical strategies to make the transfer trust is more effective; Third, the study is the first of the electronic trading market intermediary trust and confidence of the seller attitudes and purchase intention of loyalty, it is very effective in helping to develop marketing strategies to real seller raises the expected consumption by behavior change.This study is still much to be desired. First, this survey is based on Taobao Mall this electronic trading market, which can not represent all of China’s e-commerce market. Second, when this paper found that the standard regression coefficient is very low, this reduced the survey of six indicators, in order to improve the results of this paper give up a part of the CFA data. Data is discarded in the process model can help improve the validity of testing, but it may lead to a small part of the true voice of the survey were excluded. Third, measuring two different concepts-the attitude of loyalty and willingness to buy on there is very little overlap. For example, used to express the attitude of loyalty,"I will continue to visit this site" and used to express willingness to buy "I will come back this site," there is a big difference between. The concept of similarity will lead to a very high correlation coefficient between the two, even if this possibility is very small, the most important thing is to ensure that the indicators included in the survey has unique characteristics, to ensure that there is no concept of excess items.Prospects of this study:(1) This study background in B2C e-commerce model, the online trading market also includes other models, trust in these models also play an important role, it is necessary to further study in other e-commerce model intermediaries under the trust and the seller of trust on consumer behavior.(2) The study model is based on the perspective buyer, subsequent researchers may consider the perspective of both buyers and sellers trust, In addition, many features of the site will also affect the buyer and the seller, buyer and intermediary trust relationship, these characteristics can be incorporated into the model for in-depth discussion.(3)As the B2C mode online retailers to establish a stable consumer confidence, you need to develop and maintain long-term, this study is cross-sectional data collected, researchers can follow different time points in longitudinal measurement to study the impact of changes in consumer confidence. |
PDF Full Text Request