The Trust Of The Consumer Channels From Offline To Online Channel Transfer Research

With the rapid development of Internet technology, e-commerce has beenpaid more and more attention by enterprises, many enterprises to develop salesstrategy has gradually transferred to the line. At the same time, people’sshopping consumption is gradually transferred to the online network from thetraditional offline entity shop, but the trust problem which is brought by newbusiness model has been hindered by online channel. Therefore consumer trustin online channel of online retail trade is very important, even it has a significantinfluence in developing the new line of business model. Because shoppingchannels has long history, through the experience of cooperation and long-termtransaction, consumers has built up enough trust to online channel. This paper isbased on the background of the shopping situation changes, for consumers tobuild from the cable channel under the existing trust to the enterprise the trusttransfer of the online channel.This paper reviewed the relevant resesrch, based on a revised technologyacceptance model as the theoretical foundation, established the researchassumptions of the model include perceived ease of use, perceived usefulness,perceived compatibility, structural assurance, line the existing trust, online initialtrust, online willingness to use7factors including. Use the SPSS17.0softwareto analysis the valid questionnaire’s reliability and validity analysis, correlationanalysis and regression analysis and other statistical analysis method. Weobtained the following conclusions:(1) Consumers on the cable channel underthe existing trust has a significant influence on consumer initial trust on onlinechannel.(2)Through the perceived ease of use and perceived usefulness,consumers on the cable channel under the existing trust effects indirectlyconsumer initial trust on online channel.(3) Perceived compatibility has asignificant influence on consumer initial trust on online channel, ensures to theinitial trust on online channel is not significant.(3) Consumer initial trust ononline channel has a significant influence on consumer intention to use theonline channel. According to the research results, this study on retail enterprises andintermediary (website) puts forward related suggestions, we hope that throughthe improving effect on the consumer’s trust and online purchase intention andperception. Finally point out the limitations of this study, looking forward to behelpful for future research.