B2C Online Trust On Consumer Purchase Intention Impact Studies

China Internet Network Information Center released study shows that lack of trust hasbecome a major obstacle to the development of e-commerce, research conducted byShanghai I Research Consulting shows that China’s B2C market is growing rapidly, B2Cmarket will continue to be the main driving force of China’s online shopping. Therefore tostudy the impact of consumer trust on online purchase intention will be significant to thelong-term development of China’s e-commerce. And the study should be conducted basedon the existing foreign research about consumer trust in the field of e-commerce,meanwhile considering the key regional factors of China’s B2C e-commerce market.This paper is based on the theory of reasoned action (TRA), and introduces theexternal variables from the consumers’ point of view. By combining the external variablesand B2C online trust with the intention to purchase, this paper discusses the externalvariables’ influence on the on-line trust, further, the influence of on-line trust on thepurchase intention. By summarizing the relevant literature, this article divides the externalvariables into three categories namely B2C website factors, personal factors and consumernetwork environment factors. Website factors include: website design, websitecommunication timeliness, website security, personal factors refer to individual consumers’willingness to trust the network, environment factor is the consumers’ networkenvironment awareness.Through the questionnaire method, collected a total of116valid questionnaires, dataanalysis using SPSS17.0. The results of empirical analysis shows that the most significantfactors influencing online trust and purchase intentions are about site security, Online trustand purchase intent shows a significant positive correlation, the mediating effect of onlinetrust affecting the relationship between independent variable and dependent variables isvery obvious, the hypothesis of this paper have been accepted, And this process establishedthe modified model, which considers the cognitive of network environment and personaltrust tendencies as one factor. Finally, using the conclusion of the paper achieved, thearticle provides some management recommendations about B2C e-commerce businesses.