| With the rapid popularization of the Internet and flourishing development of e-commerce, the informatization which is based on the e-commerce has become the main trend among the development of society and economy and has been accepted by more and more consumers doing shopping on the internet. However, compared with the traditional market, Internet is an open, interactive, shared and global platform, consumers has a free and open option when they do shopping on internet and also they face the problem of uncertainty in trade and asymmetry in information. While all these lead to the potential speculation and cheat in e-commerce and the consumers will have more risks in shopping on the internet. As a result, the credit of the related parts can not be completely identified between the related interest subjects of the e-commerce, and a mutual trust between the seller and the buyer can not be built easily, which has a bad impact on internet trade. Trust has played a vital role in the e-commerce which put forward a new request for the internet business operator and organization of the trade platform. The consumer trust has become one of the main problems hampered the development of e-commerce. Basically understanding the factors influencing the consumer's trust, knowing the demand for trust, and establish a friendly truthful environment are urgent now for the development of the e-commerce. The solution to this problem facing by most of the e-commerce will bring e-commerce a health and sustainable development.The reseaches of e-commerce trusting mechanism both home and abroad are inclined to the theoretical issues, use data and point out the mechanism of trust and effective factors analysis in one way, negelete different needs in the whole customer life cycle. This thesis is based on e-commerce, and makes use of national and international relative customer behaviors research and trust theory, especially the conclusion of customer trust thoery, point out the concept and latitude of the e-commerce trust. This thesis has put forward three questions: How to classify the consumers doing shopping on the internet? What are the factors included in the different trust period on the e-commerce? What the difference between the different e-commerce periods? The author has done the following study to find the answers: According to the consumer life-cycle theory, analyze the consumers'characteristics in different period. The author has taken the RFM as the theoretical basis, and the experience on the e-commerce and the willingness to doing shopping on the internet as the reference to do the classifications. After the comprehensive description on the different area, especially on the study of the e-commerce trust problem, explore the diversity of the consumer trust in the e-commerce, from five aspects the social environment, the internet, the seller on the internet, and the consumer; put forward the suppose, design the questionnaires, use SPSS13.0 to do the factor analysis for the data collected, and do the comparison on the behavior of the consumers when they face the different trust influencing factors during their shopping by using Analysis of Variance, ANOVA and Independent Sample t Test. After that the discrepancy which has effect on the trust of consumers in different buying periods will be obtained.Friends, reputation and security of the internet site, and shopping experience on-line have effect between Consumers of initial trust and Consumers of process trust. Friends, reputation,guarantee systems quality and security of the internet site, reputation and scale of sellers, interactivity between consumers and sellers, trust tendency and price have effect between Consumers of initial trust and Consumers of degraded trust .Reputation,guarantee systems quality and security of the internet site, reputation and scale of sellers, interactivity between consumers and sellers, trust tendency,price and shopping experience on-line have effect between Consumers of process trust and Consumers of degraded trust . |
PDF Full Text Request