Research On The Brand Trust Of Import Cross-Border E-commerce

With the economic globalization and the background of consumption upgrading,consumers are inclined to choose import cross-border shopping.The separation in both time and space makes cross-border online shopping risky,in which case trust becomes a problem that restricts the development of electronic commerce.In the fierce market competition,as long as e-commerce brands expect to obtain sustainable and healthy development,they must pay attention to the issue of consumers'trust problems about brands,and reduce the uncertainty in cross-border online shoppingThrough the study of cross-border e-commerce,brand trust and other related research materials,combining with researcher's internship experience in import cross-border supplier brand enterprise Vipshop,and with the help of participant observation and in-depth interview of qualitative research methods,this research puts forward perceptual experience sense-rational calculation-trust transfer of brand trust formation mechanism,and inspects seven elements that influences the brand trust problem from the consumers' point of view towards import cross-border e-commerce The seven elements are:product quality perception,service quality perception,comprehensive satisfaction,online shopping value perception,risk of online shopping perception,brand reputation and expansion.The study found that,in the social business model of this new media scene,customers who are with the help of changing double identity which is from consumers to producers,have constructed the transmission chain of trust from the near to the distant layer,completing the transformation of institutional trust and interpersonal trust of individual systemThis study takes Vipshop as a case and combines with the characteristics of institutional trust theory and the import cross-border e-commerce,and analyzes through three levels which are product,platform and brand on the construction of brand trustIn the social electronic business model,this research combines with the relevant research on interpersonal trust and institutional trust,discusses about the social retailing e-commerce and its customers through the methods of participant observation and deep interview,which enriches the connotation of the concept of brand trust,expands the theory's researching boundary and explains the framework at the dimension of application value for referential decision-making of the import cross-border e-commerce platform.