The Investigation And Application Of The Elements That Influence The Trust Of The Hotel Online Booking System

While E-commerce now is coming through a very fast development period,there are still so many challenges.There are so many elements that can restrict the pace of the development.It is proved that,the lack of trust is now one of the most essential ones. The elements that influence the trust of the hotel online booking system--a part of the nowdays E-commerce has the peculiarity of the industry itself.The work in this paper is divided into five parts.First,the initial model buiding through literature survey,user interview and user test;The Second part includes the amelioration of the modle through heuristic evaluate,the factors defining and the questionnaire preparing.The work of the third part is the demonstration of the model. The fourth part is a proposal taking using the research result of the third part combining with the theory of guildlines.The last part of the work is to justify the guiidlines.The work in this part includes the improvement of the Home Inn websites,the justification of the guildlines through user test.The result of the research includes three parts:the model of trust on the hotel online booking system,the guildlines that can promote the trust and the the justification of the guildlines.The model includes five essential factors that are along with the process of use experience.They are:the trust before contact with the website,the intial trust based on the perceived of the website;The trust during validating;The trust when using the websites.The modle lists all of the elements that influence the trust of every period,and pops out the most important ones.And every part is given a percentage.The guildlines combining lots of theory and the model can not only be used to derect the design of the website,but also the offline elements,such as:brand visualization,market distribution and service quality promoting.It is aslo proved through user test that most of the guildlines used in the provement of Home Inn websites are useful,and the grade of user trust climbs,the inclination of users to purchase improves,too.