Study On Interactive Consumer Trust Model In E-commerce Platforms

With the development of e-commerce,interactive systems design on e-commerce platform based on the user-centered design theory has become an important research direction in interaction design,especially,the interaction design of trust system.This study aims to enhance e-commerce platform user experience satisfaction,and improve the design method of interactive customer trust system with fuzzy comprehensive evaluation,structural equation modeling and other statistical methods as the theoretical basis,using qualitative and quantitative research methods for research data analysis for building interactive customer trust model(ICT model),eventually to propose a Black Box Model for optimizing e-business platform trust system interaction design,thus obtain the specific methods to specify the trust system design criteria.In this paper,we firstly analyze the factors affecting the customer trust in the interaction framework,and propose the interaction design factors which have an impact on customer trust.The rationality and validity of this trust factor is verified by the method of fuzzy comprehensive evaluation.Based on structural equation modeling,interactive customer trust model is established.Through the basic process of structural equation modeling,theoretical development,model identification,model identification,user survey,data collection and sorting,parameter estimation,model fitting and modification,the interactive customer trust model(ICT model)based on structural equation model is obtained.Based on ICT model,analytic hierarchy process,and fuzzy comprehensive evaluation,we established Black Box model for making interaction design guidelines of trust system.Black Box model uses ICT model as the theoretical basis called the layer theory;based on the layer theory,we construct layer system consisting of five trust subsystems: punishment system,reputation system,sharing system,partner system,and navigation system.The Black Box model can be used to optimize interaction design in real case.Finally,put Black Box model into practice in “Eater Map” program verifying its validity and reliability,and improve user satisfaction relatively.This paper makes up for the blank in the field of trust model,puts forward the basic methods of interaction design,and a new idea,which promotes the user experience satisfaction,and increases the effectiveness of the trust system design.