Empirical Study On The Influencing Factors Of Consumer WeChat's Shopping Trust

With the popularization of online shopping,the current number of online shopping consumers has increased dramatically,and the mobile online shopping platforms have matured much,which has promoted the rise of WeChat shopping.WeChat shopping is a socialized online shopping.In the WeChat shopping transaction,it is difficult for consumers to have trust in the merchants,which hinders their intentions and the purchases.This article focuses on consumers' influence on trust issues in WeChat shopping,and explores effective countermeasures for strengthening consumer trust so as to promote the healthy growth of Wechat shopping.This paper firstly introduces concepts,definitions,and theoretical literature related to consumer trust,extracts many factors that affect consumer trust in online transactions,and identifies three dimensions(consumers,sellers and Wechat platform).Then investigated the influencing factors of consumer trust when WeChat shopping through questionnaires,and analyzed the data obtained with the software SPSS22.0.The article first used factor analysis to extract and classify relevant variables,and identified the key factors affecting consumer trust in WeChat shopping activities:trust orientation,seller reputation,price and service,shopping experience,platform supervision,and payment security.Using regression analysis,it verified that the trust tendency,seller's reputation,price and service,platform supervision,and payment security had a significant positive impact on consumers while WeChat shopping,and proved that consumer trust could positively influence buyers' purchase intentions.Finally,on the basis of empirical research,this paper puts forward the following suggestions:(1)sellers should pay attention to the quality of goods and the reputation of sellers(2)sellers should actively cooperate with related departments for supervision(3)WeChat platform should strengthen the qualifications of merchants(4)WeChat platform should shoulder responsibility on supervision when necessary(5)WeChat platform should improve the process and security of third-party payment(6)The legislative department should speed up the construction of the legal system related to WeChat shopping(7)Industry and commerce departments,Consumer associations should strengthen supervision.