A Study On The Dynamic Process Of Trust About Online Shopping Consumers

As the network marketing of traditional business continued to deepen, integration become the trend of Internet’s future development. The network’s impact on the economy from virtual to reality in pace with the factors such as attention in online sales, changes in consumption concept of Internet users. However,the problem of trust come with the rise of online shopping from its birth due to the uncertainties and risks of online shopping. According to the understanding of the local culture and the actual experience of online shopping,this study take the perspective of consumer perception and discuss online shopping consumers’trust how to come into being and make changes in the dynamic processin with continuous social interaction.In this study, the basic logic of the dynamic process about online shopping consumers’s trust summarized as follows:initial trust (cognitive trust)-trust in transaction (system trust)-trust after transaction (affective trust). The study suggest that consumers’initial trust is largely based on perception of reputation information for online retailers.And the information networks of reputation expand mainly on the basis of three levels about the consumer’s social network:family, peer groups and ranks. The result of reputation information is "Spillover Effect"which affect potential consumers in the network. The trust in the transaction is based on rational choice of risk-aversion, therefore participation of third-party trust mechanism transfer consumer perception of risk to the mechanisms of system trust, such as laws and regulations, third-party payment system. Continuation or interrupt of trust after transaction are two results of trust evolution.Familiar and interactive make business relations embedded in consumer’s relationships, then stimulates consumer repeat consuming behavior and strengthen the behavior constantly,so much so that "kill-acquaintance on the internet"phenomenon has arisen. The trust crisis not only because the conflict of interest between both parties, there are conflicts of interests and emotions,such as emotions of the consumer’s confidence are knocked down.