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Consumer trust in e-commerce transactions influencing factors

Author: XieJun
Tutor: WangShengNian
School: Shihezi University
Course: Industrial Economics
Keywords: E-commerce Consumer trust Factors
CLC: F274;F224
Type: Master's thesis
Year: 2011
Downloads: 279
Quote: 0
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Abstract


As network technology continues to progress, the rapid development of e-commerce, in real life people are more and more involved in the online shopping army in the past. Compared to traditional markets, the Internet market is a resource-sharing, interaction and open global platform, consumer choice and autonomy openness in such a large global interactive platform, there is a wide variety of network transactions risks and uncertainties, the problem will become an obstacle to consumer trust in e-commerce development is one of the important reasons, only mutual trust transaction, the transaction can proceed smoothly. Therefore, the establishment of trust in e-commerce environment has become particularly important. In this context, this paper focused on the study of consumer trust in e-commerce environment factors for these factors to develop appropriate measures in order to build trust in a good environment, the establishment of e-commerce environment, businesses and consumers a good relationship of trust and promoting e-commerce to flourish. For e-commerce trust studies abroad starting in the last century, this paper reviews the relevant literature regarding the definition of trust, including psychology, sociology and economics research on trust and confidence in e-commerce environment were reviewed in the consolidated basis of previous theoretical studies, summarized consumer trust factors affecting consumer confidence in e-commerce and the establishment of influencing factors analysis framework, from the network platform, online retailers, and consumers themselves institutional factors four aspects, made a total of eight assumptions to explore factors affecting consumer confidence and consumer confidence, consumer network familiarity, trading experience to consumers purchasing behavior, and then through the preparation of questionnaires to obtain data and statistical data, using Stata 11.0 survey data obtained correlation analysis and regression analysis to obtain empirical research conclusions. Empirical analysis of the results showed that: (1) impact on consumer confidence in the many factors, characteristics of trust network platform for consumer trust is not obvious; (2) characteristics of the network of business confidence for the consumer trust has a significant impact; (3) consumer trust and consumer buying behavior has a significant positive correlation; (4) consumer familiarity with the network impact on consumer confidence was not significant, but the consumer buying behavior significantly effects; consumer online transactions past experiences have on consumer confidence and purchasing behavior are significant impact. By conclusion, this paper analyzes the influencing factors for the last corresponding improvement measures proposed: strengthening the network information security technology: improving the shopping experience: improve laws and regulations; establish a sound credit system to encourage consumers online shopping. Another article in the survey data acquisition process, because the educational level of the selected respondents generally higher representativeness of the sample has some limitations, which is also in future studies need to improve.

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CLC: > Economic > Economic planning and management > Economic calculation, economic and mathematical methods > Economic and mathematical methods
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