The Research On The Influencing Factors Of Online Trust In Interactive Video Of Company A

With the rapid development of online shopping and the iteration of population in recent years,online shopping has become an important part of the lives of more and more people,especially young people.The maturity of the traditional e-commerce platform has made its entry barriers and management costs gradually increasing,and homogeneity and competition have become increasingly fierce.The social platform is based on its interpersonal communication and its distinctive features of personalization.It is widely favored by the 95 th generation and becomes an emerging online shopping platform.On this platform,interactive videos are powerful information because of their own flexible and free features.The carrying capacity,relying on the interaction of the social platform,has become the preferred means of propaganda for numerous small and medium-sized and small-sized e-commerce providers on the social platform.However,many businesses are uncomfortable with how to manage and improve interactive videos.As a company engaged in e-commerce business under this background,company A believes that consumer trust is the key to the success of e-commerce activities based on feedback from users.In this context,through the combination of theoretical combing and investigation and research,this article first combs the research results of online trust and the theoretical results obtained by the majority of researchers in recent years.The online trust three-dimensional model is used as the theoretical basis for online trust measurement.The author also combed the research of other researchers on the influencing factors of online trust,summed them into three categories: trustee characteristics,implementer characteristics,environmental factors,and twelve factors,and constructed a theoretical model for the study and proposed corresponding hypotheses.Subsequently,based on the results of a large number of researchers on the model,a questionnaire was designed to conduct a survey and study.A total of 249 valid questionnaires were retrieved through face-to-face distribution and questionnaires.SPSS 24.0 was used as a tool to conduct descriptive statistical analysis,reliability analysis,validity analysis,correlation analysis and regression analysis on the sample and data.The results show that the sample data collected in this paper are representative of the number of sample features,the items are set reasonably,passed the reliability and validity test,and also meet the requirements of various types of analysis for the sample in terms of quantity.Except for on-thespot preference and video length,all other factors have significant correlation with online trust.After obtaining the initial correlation between various factors and online trust,the data is further subjected to regression analysis to examine the causal relationship between various factors and online trust.The conclusions are: personal trust tendency,interaction experience,perception Usefulness,perceived ease of use,interactivity,perceived reputation,video quality,offline campaign visibility,and third-party guarantees have passed hypothesis verification,and there has been a significant positive causal relationship with online trust in the context of interactive video;There is no causal relationship between the preference of on-the-spot perspective,the duration of the video,the perception of the overall environment and online trust.Afterwards,according to the research results,the author put forward specific suggestions for the problems faced by the company's interactive video management application.Finally,at the end of the article,we point out the innovations and deficiencies of the study.