The Influence Of Exchange Relationship And Consumption Experience On E-commerce Trust

Lack of trust in Chinese society is mapped to the online world with emergence of various kinds of dishonesty nowadays.Many studies on network trust has be done in terms of concept,cause and influence mechanism while few people consider localization factors of China in their research.This paper tries to explore the influence mechanism of network trust in Chinese unique "guanxi" context using experimental and interview methods.The results show that the closer the relationship is,the more likely the e-commerce trust develops.The more positive the consumption experience,the higher the e-commerce trust level.The effect of consumption experience on e-commerce trust is greater than the effect of exchange relationship on e-commerce trust.Consumption experience moderates the relationship between exchange relationship and e-commerce trust,the level of the trust towards acquaintance-recommended e-commerce is basically the same as the level of trust towards strange e-commerce when consumption experience is positive,in contrast,the level of the trust towards acquaintance-recommended e-commerce is close to the level of the trust towards acquaintance e-commerce when consumption experience is negative,and acquaintance-bridging relationship improves e-commerce trust only when consumption experience is negative.Moreover,E-commerce trust is generally at a moderate level with some consumers resistant to wechat business.Trust mechanism of wechat business needs to be improved.