And Then Throughout The Network Based On Trust And Willingness To Involvement Of Online Shoppers

The Internet has provided a new trading channels, e-commerce in China has entered a rapid development stage. But according to CNNIC’s "thirtieth China Internet development report" shows, with integral netizen growth is lack of power, begin from2011, the network shopping user growth has obviously slowed down. Nowadays, enhance consumer acceptance and customer retention problems become more prominent.How to retain customers, promote more consumption, has become the problem that many e-commerce enterprises need to solve.The purpose of this study is to analysis the decision factors of online shopping consumers’ involvement that is B2C model of online trust and characteristics of network consumers. Aims to study the two classic concepts (the online trust and consumer involvement on consumers’ repurchase intention) influence, in order to contribute to the development of electronic commerce. This study reviews the relevant literature concerning traditional definitions of trust and the trust in electronic commerce definition, and proposed the understanding of trust in B2C electronic commerce. Then explores the definition of consumer involvement, cause and measure of content, and considered of the important variables in the study of consumer behavior:consumer characteristics, including frequency, creative tendency, decision-making confidence, explore the impact of consumer repurchase intention influencing factors, so as to construct a B2C mode of online shopping consumer repurchase intention model, put forward hypothesis, and compiled a questionnaire to collect data.By using SPSS20.0and AMOS20.0, the data from the questionnaire were quantitatively analyzed, obtaining empirical research conclusions, and according to the research results on the B2C electronic commerce enterprise management and business proposals. The following conclusions were obtained:The empirical results show that the consumer’s trust towards the seller has the most significant impact on consumers’ patronage intention, and then is the involvement with online products and services.This means that the seller must pay attention to its own credit accumulation, by providing product and services with high quality, and creating a favorable shopping environment with high security, in order to contribute to the will of the consumer online transactions, and enhance consumer’s positive experience and involvement when shopping online.