Informational, The Standardization And The Influence Of Trust Difference Of Network Group Purchase Trust

In1998, online group-buying firstly appeared in a foreign country. It is based on gathering buyers to get discount which is the feature to meet the Chinese consumers’need. So it was popular in China in a short time. However, online group-buying was popular in1998in China and then began to stagnate. Until2010, Groupon was popular in the foreign country again. So was in China. However, online group-buying in China was from hot to peace during2011.Since online group-buying was appeared in1998, the foreign scholars were working on the online group-buying mode and dynamic pricing mechanism. The domestic scholars focused on the interpretation of the phenomenon, the connotation analysis, the characteristics of the operation, pattern analysis and so on. Previous scholars have found in online environment, trust can significantly influence consumers’willingness to purchase. However, compared with a traditional marketing environment, it is more difficult to judge the trust of the sellers in the online marketing environment. With increasing consumers trust, we can increase consumers willingness to online shopping, thus contributing to online group-buying.Therefore, this paper researches on the influencing factors in changing trust in the context of China online group-buying. After empirical analysis, this study found that, on the context of online group-buying, normative influence, informational influence and discrepancy with expected group trust influence affect consumers’ trust. If an online group-buying member feels other members’trust of the network, the website, online group-buying mode and products is higher than his, or he received more informational influence about the online group-buying from other members, or he perceived others’trust was higher than his expected, he would improve his trust. If he feels the other members’ trust of the network, the website, online group-buying mode and products is lower than his, or he received negative informational influence about the online group buying from other members, or he perceived others’trust was lower than his expected, he would decrease his trust.Moreover, the study shows that in the context of the positive comments and negative comments, informational influence, normative influence and discrepancy expected group trust influence affect online group-buying individual’s trust.And they are not significantly different in pairs. In addition, this paper found on the context of physical products and service products, both informational influence and normative influence are significantly different on changing online group-buying individual’s trust. However, discrepancy expected group trust influence is not different Based on this, this study shows compared with service products, on the context of physical products, informational influence is lower and normative influence is higher.