Effect Of Website Characteristics Under B2C Environment On Consumer Trust And Purchase Intention

In the online shopping environment, due to the non real-name network transactionenvironment and advantage of virtual property, trust plays a very important role inbetween businesses and consumers. This thesis is based on the trust of consumers inonline shopping, the study set for ordinary consumers shopping network, and throughthe variable analysis, exploring factor influence on the trust of consumers in onlineshopping problems, the constructed theoretical model of this thesis, and puts forwardthe hypothesis of this paper. This paper hopes through the analysis and examples showthat research on trust factors, to provide reference for e-commerce enterprises orbusinesses, to understand the impact of more comprehensive factors of trust, to be ableto compete in the process of e-commerce market station opportunity, take a moreperfect network marketing activities and scientific management measures.This paper first reviews the B2C concept of electronic commerce, trust andelectronic research on trust and dynamic, and the site characteristics of elements,purchase intention of the definition and measurement of trust theory model is proposedto explain, is also related to the domestic and international experts and scholars aresummarized. On this basis, this paper proposed theoretical model and researchhypothesis of. Based on the empirical study was carried out through the form ofquestionnaire, and the use of statistical analysis software SPSS to conduct in-depthanalysis of the statistical data of13. One is the summary and description of the sample;two is the analysis of the questionnaire reliability and validity; the three is in support ofsoftware regression analysis of data, to verify the hypothesis proposed in this paper.Through the research discovery, the website features include website reputation,website, website design, website of the scale of security, website usefulness, usability,interaction of the nine dimensions of communication, community parity and websitepromotion method. The initial trust plays a mediating role of distinct continue towebsite feature and ongoing trust.In addition, the consumer ongoing trust plays amediating role of distinct continue to initial trust and purchase intention of consumersin online shopping, B2C will pass the initial trust to continue to trust, and ultimatelyaffect the consumer’s purchase intention.