The Traditional E-commerce To Mobile E-commerce Environment Trust Transfer Model Research

The purpose of the study is to explore the network trade consumer environment of traditional shopping under the environment of e-commerce trust how its effect on shopping mobile e-commerce environment perception,namely the nature of the problem of the transfer of the trust of consumers in online shopping.Trust party is applied under the environment of e-commerce consumers,the trusted party is the e-commerce platform of enterprises to provide under the environment of e-commerce shopping platform.This article based on the innovation diffusion theory and domestic and international leading scholars to transfer trust related research results as the theoretical basis,TAM technology acceptance model was established to transfer trust integration model based on the nature of the problem,using the model of consumers' trust in the traditional e-commerce environment attitude transfer to the mobile electronic commerce environment trust attitude is studied.Based on 387 sample data analysis,the first principal component analysis,data and extract the existing trust,perceived usefulness,perceived ease of use,a total of 7 factor structural security,perceived compatibility,platform of enterprise business reputation and initial trust,constructing the theoretical model,and validity analysis and the test of fitting index questionnaire data,constructs the structure equation of the path coefficient,and the structural equation model was modified.Empirical results show that the consumers of traditional shopping under the environment of e-commerce trust not only directly influences on the mobile e-commerce shopping initial trust,and through the mobile electronic commerce environment perceived usefulness,perceived structural security and perceived compatibility factors indirectly affect the mobile electronic commerce environment shopping consumers initial trust.Perceived usefulness,perceived structural security,compatibility and business reputation has a positive effect on initial trust.But perceived ease of use of assumptions about the relationship between factors and initial trust is not established.This paper constructs the traditional e-commerce to mobile e-commerce trust transfer model and the model is validated,the conclusion has practical significance the transfer mechanism of consumer trust on the electric platform for enterprises to establish.