Evolution Model And Case Analysis Of Consumer Trust In Tmall Global

In recent years,the world has gradually entered the era of digital economy,and the cross-border e-commerce industry has become more and more popular.In the more than ten years of cross-border e-commerce development in China,the scale of China's e-commerce market and cross-border e-commerce market has expanded year by year,injecting new vitality into China's consumer market.At the same time,however,cross-border e-commerce has encountered various constraints in the process of becoming a strong driver of new growth in foreign trade.One of them is that it is difficult for consumers to form trust completely.This paper intends to observe the evolution process of consumer trust in cross-border e-commerce platform based on the case of Tmall Global,and provide some decision-making reference for enhancing consumer trust.The full paper is divided into the following six parts: The first part explains that in the context of the increasingly prosperous cross-border e-commerce in China,the issue of consumer trust has become prominent.It is a factor that restricts the industry development,and this part clearly defines the meaning of the topic.Through literature search and reading,we can understand the definition of trust definition,the evolution process of trust and the influencing factors at home and abroad.The second part introduces the background of the case and observes the current development status of China's cross-border e-commerce industry,including its scale and characteristics,operation mode and growth process of the imported cross-border e-commerce platform,and then describes the development status of Tmall Global.The third part summarizes trust dimension model,EC-Trust model,trust iterative development model and trust cross-stage development model.It also summarizes the definition of trust and the research results of influencing factors,constructing a analysis model of consumer trust whose influence comes from perception of usability,perception of usefulness and perception of security.The fourth part,based on the model framework established in the third part,takes Tmall Global,the first echelon platform of the domestic cross-border e-commerce market,as a case study,summing up its experience in winning and maintaining consumer trust.The fifth part,based on the results of the Tmall Global case study,summarizes its successful experience and proposes a path for reference to strengthen consumers' trust from multiple aspects of control or operation of cross-border e-commerce platforms.The sixth part reviews the full paper and puts forward the prospects.Tmall Global is one of the "head platforms" of China's imported cross-border e-commerce market,according to the data,as a domestic cross-border e-commerce platform,Tmall Global's current repurchase user base has surpassed the new customer base,which shows its relatively rich experience in enhancing platform stickiness and cultivating consumer trust.In this paper,the theoretical results such as TAM model are integrated into the framework of cross-border e-commerce consumer trust analysis,and the domestically developed Tmall Global is used as a case to verify the theoretical analysis framework and summarize the successful experience of Tmall Global.It is proposed to improve the confidence of consumers and has certain innovation and practicality.This paper believes that cross-border e-commerce platform can promote the establishment and cultivation of consumer trust from the perspectives of page design,information integration,channel construction,rule setting,transaction security,policy follow-up and so on.In turn,it can promote the loyalty belief of consumers.