| Online shopping is becoming more and more popular as the development of the internet enters into a new age. Compared to the traditional way of shopping, people have to face more uncertainty and take more risks when doing shopping online. It is hard for us to predict the behavior and motivation of the suppliers, shops and individuals who are doing business online, since their information we can get is less than what we need, such as the quality of the goods, the safety of our own personal information, and so on Therefore, the research of online e-consumer trust has been treated as a hot issue. As a brand-new hot topic, the research results are far from being satisfying since the theory is still on the way. Taking the online consumers among the college students as the sample, the paper discusses the topic of online e-consumer trust, including the way to win consumer's trust to build a sustainable relationship, the factors that bring influence to it, as so on. The paper is based on the study of the relationship between those influence factors and online e-consumer trust and online e-consumer willingness. The suggestions are offered to the online supplier accordingly, in hoping of creating a sound environment for online shopping. traditional trust and theory of trust in online shopping environment, summarizes the previous researches on the connotation of trust under the background of proposed online shopping. Combined with survey, this paper proposed Buyers Review and other new factors which affect trust in college students online shopping. The author did the research in the form of a questionnaire with college students as a sample and did statistical analysis by SPSS software. Firstly, the author verified validity of the questionnaire with the help of confirmatory factor analysis and reliability analysis. Then, she selected and classified the variables by use of regression analysis. Lastly, six factors had been extracted:brand, reputation, buyer praise, recommendation from friends, price and logistics services. There are two factors which have influential impact on online shopping have been selected by regression analysis:buyer praise and recommendation from friends. The author ranked the two factors with the aid of regression analysis to determine the degree of affect. Similarly, with the help of regression analysis, three influential factors have been extracted:buyer praise, recommendation from friends and pricing and the sequence also has been ranked. Finally, by using regression analysis, the author determined the impact of the trust relationship between the seller and the purchase intention, and eliminated the effect of interference of logistics services.The basic conclusions of this paper are as follows:Firstly, buyer score and online friend are the leading factors that influent the e-consumer trust. Secondly, as of the explanation ability of the influence factors on e-consumer trust, buyer score is stronger than online friend. Thirdly, the factors that play a influence to college students'willingness to buy are buyer score, online friend and the price of the goods. At last, as of the explanation ability of the influence factors on willingness to buy, the price of the goods is the most strongest, followed by the buyer score and online friend; The more the college students trust the e-consumer supplier, the more likely they are willing to buy. |
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