The Research Of College Students’ Social Trust In E-commerce

At present, with the rapid development of the e-commerce, online shopping is gradually accepted by the public, in the process of social trust in trade played an important role in the normal conduct of, through the research of the college students’ social trust in electronic commerce can better promote the satisfaction of online shopping This study firstly combined with the concept of e-commerce and trust as well as relevant theoretical and empirical studies, to define social trust in electronic commerce and analyzes its structural dimensions. Secondly, on the basis of literature analysis, through a series of standardized procedures, compiled is used to measure the scale of college students’ social trust in e-commerce. With 200 college students as subjects to explore the structure of social trust in electronic commerce. And 400 college students as the subjects of confirmatory factor analysis, to verify the reliability and validity of the questionnaire, at the same time, discusses the college students’ social trust in electronic commerce and web experience, the relationship between optimism and as well as the network shopping self-efficacy in the intermediary effect. Finally looked at college students’ social trust in e-commerce in gender, grade, students, etc. The differences of demographic variables. This research adopts the college students’ social trust in electronic commerce the questionnaire, the college students’ optimism questionnaire, the network shopping self-efficacy scale and site experience includes project investigation, the results showed that:(1) the establishment of social trust in electronic commerce questionnaire exploratory factor analysis, formed has 22 items of questionnaire, the questionnaire includes four dimensions, confidence in the ability of sellers, the sellers of goodwill trust, buyers trust show and buyers trust behavior.(2) the results of confirmatory factor analysis was carried out on the formal questionnaire showed that the questionnaire has good structure validity, get the indicators are as follows:RMSEA=0.073, chi-square/df=2.962, GFI=0.890, CFI=0.874, NFI= 0.823, IFI=0.875, the fitting model of each index reached acceptable levels. Examines the questionnaire of reliability, internal consistency reliability and 1/2 questionnaire of internal consistency coefficient is 0.854, the ability to trust, to goodwill trust, trust, and trust behavior show the internal consistency coefficient of each factor were 0.795,0.790, 0.767,0.691; Questionnaire of 1/2 reliability coefficient is 0.648, the ability of trust, trust in goodwill, trust and trust behavior 1/2 reliability coefficient of each factor of 0.749, 0.750,0.752,0.679, respectively. Results showed that the questionnaire has good reliability and validity.(3) the network shopping self-efficacy, website experience and social trust in electronic commerce was significantly positive correlation between Network shopping self-efficacy and site experience were significantly positively predict social trust in electronic commerce.(4) the site experience can directly predict social trust in e-commerce, and web site use experience can also through the network shopping self-efficacy indirectly predict social trust in electronic commerce, the network shopping self-efficacy experience with the web and e-commerce in partial intermediary effect between social trust.(5) the college students’ social trust in electronic commerce on the ability of significant grade differences in the trust dimension., a student in confidence in the ability dimension is significantly higher than freshman and sophomore and senior students.(6) college students’ social trust in electronic commerce on the trust dimension show significant differences. The school of science living in trust scores show dimensions were significantly higher than that of the school of arts living, engineering seniors scored significantly higher than that of the school of arts living, but no significant difference between science and engineering science.(7) from different regions, different gender, different age of college students’ social trust in electronic commerce does not exist significant differences in the each dimension.