The Study On Influence Factors Of Online Consumer Brand Distrust

In recent years,with the rapid development of the Internet market in China,the network shopping in the explosive growth trend,more and more companies choose to use the Internet to carry out marketing activities.But because of the characteristics of Internet,such as space-time separation inherent uncertainty,anonymity and information asymmetry,the further development of e-commerce will face a lot of obstacles.In this case,combined with the relationship between trust and distrust,it is necessary to study the online purchase of consumer brand distrust.Firstly,this paper makes a summary of the research on online purchase of consumer brand distrust;then,with the open questionnaire and in-depth interviews,the content analysis method was used to extract the influence factors of online purchase of consumer brand distrust,and put forward the preliminary hypothesis;and then combined with the relevant research to develop a measurement scale,and according to it to the design the questionnaire;Finally,we use SPSS software and AMOS software to analyze the data and get the final conclusion.The results show that perceived quality plays a role in brand distrust through customer satisfaction;part of the performing contract plays a direct role in the consumer brand distrust,another impact brand distrust,through customer satisfaction too;perceived risk has a significant impact on online purchase of consumer brand distrust;brand reputation does not directly affect the emergence of brand distrust,but through the impact of consumer perceived risk to produce an impact.Finally,according to the research conclusion,this paper puts forward five suggestions.