Empirical Research On The Structure Of The Reationship Between Seller Trustand Its Infulence Factors In The Network Environment

Trust is the foundation of people’s trading. In the e-commerce environment, becauseof the information asymmetry between the seller and the buyer, the lack of trust becomesone of the most important problems that the sellers must face. In the network environment,therefore, the way to build a good seller trust is an important thing that the sellers have tofind out. Although there are many scholars studied the seller trust influence factors, but fewof them put forward the influence that the seller can directly control. Some researchesabout the organizations resources and activities investigated potential synergistic effectsamong resources or activities, found based on collaborative will produce better results. Inthe electronic commerce context, however, lack of study on possible synergies betweeninfluencing factors. Therefore, eliminate the role of other factors, research the synergisticeffect between the influence factors that sellers can directly control, can provide advicesfor the sellers to choose the appropriate way establish trust, it has certain practicalsignificance.This paper summarizes the researches on the influence factors of seller trust, it isconcluded that site trust and seller reputation are two important influencing factors thatsellers can directly control. The Web site trust will be in divided into aware of site safetyand site quality; the seller reputation will be divided into network brand image and theseller prestige. Then establishes a research mode and raises presumptions, analyzes the ofsynergy effect between the influence factors. Uses a questionnaire for data collect, selectsthe electronic products as empirical research object, and analyzes date in the way ofquantitative analysis with SPSS17.0software for Window to test the model andpresumptions. From data analysis, the research comes to a conclusion that the seller reputation,network brand image, website aware of safety and website quality has significant effectson the seller trust; the most significant factor is the seller reputation. As the e-commerceenvironment is more and more mature, in this paper, website quality has the weakest effecton seller trust. Website trust and seller reputation synergy with each other, when they worktogether will have significant effects on sellers trust. If companies set sufficient funds toestablish the network seller trust, the best way is both strength website trust and sellerreputation. On the contrary, if companies enterprise funds are not enough, the traditionalbig brand enterprises should attach great importance to the sellers prestige construction,and the emerging enterprises based on electronic commerce environment should pay moreattention to the network brand construction.