An Empirical Study On The Influence Of Consumer Trust On Purchase Intention Of E-commerce Platform

The development of mobile Internet has made people's lives very convenient.It is easy to solve the necessities of life by going out with a smart phone.Since the establishment of Taobao,consumer shopping habits have changed from traditional offline shopping to online shopping.The emergence of Taobao Mobile has made the mobile e-commerce platform develop rapidly.The social network platform also quickly marched into the mobile e-commerce market with its huge number of users and activity,and the social platform,represented by WeChat,quickly entered the "micro" era.On behalf of the platform on behalf of the e-commerce platform and on behalf of the WeChat platform on behalf of the social platform,there is a significant feature,that is,the high return rate and high rate of complaint are behind the high turnover.By summarizing the previous theoretical models of the scholars,this paper classifies the trust classification,and finally determines 4 dimensions of consumers' trust on the Taobao platform,namely,the quality of perceived information,the protection of perceived privacy,the awareness of security and the reputation of the platform as well as the 3 dimensions of the trust of the consumer to the WeChat platform,that is,honesty,ability and good faith.Based on the empirical analysis of Taobao platform and WeChat platform,the hypothesis of consumer trust and purchase intention on different platforms is put forward.Using SPSS21.0 to deal with the collected data,it is found that on the Taobao platform and on the WeChat platform,consumers' trust in the platform has a significant negative impact on perceived risk,and has a significant positive impact on the purchase intention.Therefore,the perceived risk plays a part of the intermediary role between the trust and the purchase intention.The difference is that on the Taobao platform,the 4 dimensions of consumer trust have a positive impact on the purchase intention,but in the relationship with perceived risk,perceived privacy protection,perceived security protection and platform reputation have a significant negative impact on perceived risk,while perceived information quality has no significant impact on perceived risk.On the WeChat platform,the 3 dimensions of trust,namely honesty,ability and goodwill,have a negative impact on perceived risk and have a positive impact on purchase intention.According to the above conclusions,the following suggestions are given,that is,the Taobao platform can not reduce the perceived risk by improving the perceived information quality,and should combine the perceived privacy protection,the perceived security protection and the platform reputation to reduce the consumer perceived risk,and then improve the purchase intention.The WeChat platform should use the intermediary role of perceived risk to improve the consumer's willingness to purchase.On the one hand,the purchase intention is directly affected by the consumer trust,on the other hand,the purchase intention is improved by reducing the perceived risk.