A Study On Formation Mechanism Of The Electricity Supplier Initial Trust

Currently,Internet's gradually mature directly led to the rapid development of the electronic commerce,which not only makes people get rid of the limitation of time and space,but also helps consumers buy goods from all over the world without leaving home.At the same time,it expands the business scope of the enterprise,makes shopping online gradually become one of the main channel products sales and services.However,due to the openness of the Internet,Internet information is not restricted by time and place,it has brought the information release problems,and makes it hard for consumers to identify the authenticity of information.Trust problem has become a bottleneck of the further development of our electricity commerce.Trust pulls the consumers' shopping behavior,and influence consumers' purchase desire and purchase intention.The generation of trust is a dynamic process,including the establishment of the initial trust,trust to maintain,trust decline in three stages.The initial trust is in the first stage,and is the most important stage.Only by establishing its initial trust between businesses and potential customers can make customers be more positive to its positive cognition,and make the potential customers into actual customers.Therefore,the establishment of initial trust of electricity has important practical meaning to the development of electronic commerce.By analyzing related literature at home and abroad,this study found that the initial trust research is mainly focus on the influence factors which is from cognitive level,yet few studies from the perspective of behavior of initial trust.However,if the initial trust is only in the field of cognitive level of thinking but cannot bring positive behavior,then it makes no means.This study integrates the past research of the initial trust,based on behavior perspective,uses grounded theory of qualitative research methods,to explore the formation of initial trust,and reveal the electricity supplier initial trust formation mechanism.Then we explain it with swift trust theory.The electricity supplier initial trust was set into two stages,trust will,and trust behavior.The trust will is effected by consumers individual factors,electricity suppliers shop factors,online shopping platform factors;electricity suppliers shop factors plays regulating action between individual factors and the willingness to trust;risk tolerance and commodity security mechanism has a regulatory role between the will and behavior.Among them,the individual factors consist of online shopping experience,personal preferences,and others recommend;electrical stores factors consist of the shop store design,reviews,reputation,and service attitude;online shopping platform factors consist of reputation,reputation,online shopping platform system;risk bearing ability include the risk of consumer preferences and income levels;commodity protection and safeguard mechanism include shop online shopping platform security two aspects.This mechanism model of e-commerce for electricity research provides a new theoretical perspective of trust,and provides theoretical reference to improve the level of consumers for its initial trust.At the same time,in order to promote the formation of consumers' initial trust,make more consumers online transactions,promote the further development of electronic commerce,this study gives suggests from three aspects: online stores,online shopping platform,and the government from,promoting the trust of the consumers will eventually produce trust behavior,thus promoting the development of electricity commerce.