| This research mainly aims at building a theoretical model of influential factors ofconsumer trust in on-line group purchasing. Some factors influenced by China’s nationalconditions are founded through the empirical analysis, and some constructive suggestionspromoting consumer trust are proposed according to the analytical results of relatedfactors. In terms of the research object and its characteristics, this thesis includes thefollowing research methods: questionnaire surveys, theoretical and empirical analyses,qualitative and quantitative analysis.Firstly, the concept of the e-commerce trust is defined in this paper by summarizingexplanations of trust in all academic domains. There is an overview of status quo on thee-commerce at home and abroad, which introduces the major theories and model ofinfluential factors in e-commerce trust.Secondly, according to domestic and foreign relevant research results and China’strust problems in on-line group purchasing, this thesis comes up with a theoretical modelof influential factors of consumer trust from4dimensions, that is, individual consumers,websites, sellers and trading environment of on-line group purchasing.Next, empirical analysis of the theoretical model of influential factors of consumertrust is carried out. The first stage is exploratory factor analysis. It mostly adoptsquestionnaire surveys to obtain research data which then will be analyzed for reliability,validity and descriptive statistics via the SPSS19.0software. The second stage isconfirmatory factor analysis. It analyzes structural equation model in the theoretical modelof influential factors of consumer trust with AMOS7.0.Finally, this thesis puts forwards corresponding strategies from the government,websites and sellers dimensions, which are based on the empirical results and variousperspectives influencing consumer trust. Thus, It can provide contribution to the healthyand orderly development of on-line group purchasing. |
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