Factors Affecting Consumers' Trust In Group Purchase Website

Firstly,through the electronic commerce trust studies,then different subjects related to the definition of trust were summarized,classified and the trust of e-commerce related theoretical models were summarized in this paper,on the basis of the network construction in the impact of factors of consumer trust model.According to handle network business model,from the handle itself,handle network alliance business,handle network consumers and electronic commerce environment four respects put forward to affect consumer trust research hypothesis,and compiled a questionnaire,for a formal investigation.Then the survey data for quantitative analysis,get the conclusion of the study.The conclusion shows:handle network alliance business scale,handle network consumer trust propensity,handle network privacy protection and security control,handle Netease use and usefulness and handle net user internet experience several aspects of this factor on consumer trust are related,the other four factors while the trust have effect,but failed to get the complete validation.The research also showed that,due to domestic and foreign environmental differences and handle itself the characteristics of the business model,the factors affecting trust also presents its uniqueness.