Research On The Trust Mechanism And Evaluation Model Of Community E-commerce Under The New Retail Background

Based on the Internet,the new retail makes use of big data,AI and other new technologies to transform the production,circulation and sales of products,and deeply integrate online sales and offline sales.Under the background of new retail,a new operation model has emerged,which is known as community e-commerce.Enterprises conduct targeted content dissemination,information release and communication in the community.Through the way that old users drive new users,the goal is to achieve user self-circulation,constantly generate purchasing behavior,and stimulate more commercial value.However,how to maintain a good community e-commerce,establish a sound credit system,and ensure strong regulatory are all urgent issues that need to be addressed.Currently,the research on the trust issue of new retail and community e-commerce has attracted the attention of some scholars and achieved some research results.However,these research results have not yet formed a systematic research system,and lack the support of the development path of trust mechanism and the dynamic analysis method and evaluation technology.Therefore,it is of great theoretical and practical significance to systematically study the influencing factors of the trust mechanism of community e-commerce under the background of new retail,and to evaluate the trust between community e-commerce users and their users.This thesis focuses on the differences between new retail and traditional retail,including "online + offline" integration,and the characteristics of community electricity interactive It studies the establishment and sustainability of user trust mechanisms in community e-commerce,as well as the entire process of user interaction.Key influencing factors are identified,and a trust evaluation model for community e-commerce users is developed based on core elements,in the context of new retail.Furthermore,the role and research path of trust in community e-commerce is clarified.The following aspects of the work have been mainly carried out:(1)Through qualitative analysis,a theoretical framework is constructed for,the formation and continuity of users in social e-commerce under the background of new retail.It breaks the static logic of traditional research,and forms a dynamic model depicting the cross-stage evolution of trust.First-hand information is obtained from the customers through the interview method,and the obtained data is analyzed,sorted,and summarized in-depth using the coding method of grounded theory.In the coding process,the internal characteristics and components of trust are deconstructed,and different trust dimensions and their key influencing factors are summarized hierarchically.The initial online trust of users is deconstructed into identity trust,cognitive trust,and behavioral trust,and sustainable trust is summarized as emotional trust.This provides a clear logical thinking and rigorous structural guarantee for the subsequent quantitative verification research of the evolution of user trust in community e-commerce under the background of the new retail.(2)Based on qualitative research,the analysis framework of initial trust formation in the process of user trust change in the community e-commerce mode under the new retail background is quantitatively verified.The theoretical deduction is based on the signal theory and expectation confirmation theory,forming the research hypothesis to be verified.Environmental factors are refined into privacy and security,system guarantee and peer recommendation,while merchant factors include online reputation,information quality and service quality.Quantitative research is used to verify the theoretical model of multi-level and dynamic initial formation of online trust,which fills the gap in empirical evidence of user trust dynamic research,and deeply understands the basic conditions of trust transmission.The results show that the three factors of merchants all positively affect identity trust,cognitive trust and behavioral trust.The three factors of environment all positively influence identity trust and cognitive trust.Privacy,security and peer recommendation from others all positively influence behavioral trust,while the positive impact of system guarantee on behavioral trust is not significant.(3)This study empirically investigates the serial dynamic relationship between online initial trust and offline continuous trust in the community e-commerce mode under the new retail background,with community factor as the intermediary variable of initial online trust and offline continuous trust,and creatively proposes the perceptual fit as the adjustment variable.Based on the theory of trust transfer theory and group entity theory,a theoretical model of offline sustained trust in community e-commerce is constructed to explore the specific conditions for user trust to continue from the perspective of user sustained loyalty to the community e-commerce platform,and to reveal the deep influencing mechanism of user trust enhancement offline under the new retail background of community e-commerce.The results show that community interaction and community identity mediate the role between online initial trust and offline continuous trust,and perceived fit positively regulates the relationship between online initial trust and continuous trust of community e-commerce users.(4)To solve the problems of poor evaluation accuracy and low evaluation efficiency of the traditional user trust evaluation method,a trust evaluation method for community e-commerce users based on artificial neural network is proposed.Based on the research in Chapter 5,a target function of the user trust value evaluation index weight calculation of community e-commerce is constructed,and the artificial neural network is used to optimize the target function and obtain the evaluation index weight.Combined with the calculation results,the evaluation model is constructed to complete the trust evaluation of community e-commerce users.The simulation results show that the trust evaluation method of community electricity business users based on artificial neural network is very effective.(5)Combined with the characteristics of "online + offline" integration of new retail and the interaction of community e-commerce,a trust evaluation model based on user interaction is proposed.The trust characteristic data between community e-commerce users is regarded as binary data collection,the behavior data of inactive users is eliminated,and the trust characteristic data between users is collected.The trust degree of community e-commerce user trust feature data is divided into direct trust and indirect trust.The identification is determined in different ways,the comprehensive identification value of trust characteristics record is obtained,and the trust evaluation of community e-commerce users is completed.The experimental results show that the constructed model can well measure the trust degree of community e-commerce,and the stability of trust transmission is good.This thesis effectively integrates the online initial trust model and the offline continuous trust model,which constitutes complete research on the dynamic mechanism of trust.It focuses on the trust establishment and trust evaluation of community e-commerce users in the new retail environment,and provides a new conceptual framework for the theoretical research of community e-commerce trust in the new retail background.The research work and research results of this thesis provide reference for the research on the trust mechanism and evaluation problems of community e-commerce under the background of new retail from the theoretical method level and practical application level,and lay a solid foundation for the expansion and application of relevant research.