Trust Mechanism, Based On Consumer Perception Of Online Transactions

With the rapid development of the Internet technology in China, E-Business has got through and achieved. However, Chinese consumers are facing the "Trust Crisis" at the same time. As the Internet overall-trust plays an important role in consumers' buying decision, the loss of trust in the online market remains the main obstacle to progess.The dissertation is based on the perception of the consumers, and focuses on the structure of overall-trust and its factors. On the basis of referring related literatures and expert interviews, the dissertation adopts two-dimensions of the overall-trust. From the consumer's perception, the dissertation designed the model of overall-trust factors. The scale of overall-trust factors based-on consumer's perception was systematically, normatively structured. Then in the websites of B2B & B2C, through surveying questionnaires acquiring data and statistical analysis, the dissertation draws mainly the following conclusions:(1) Consumer's propensity to trust, shopping preference, previous E-shopping experience, the perception of the characters of the websites and the perception of the characters of the E-sellers are the determining factors to overall-trust.(2) Consumer's familarity to the Internet, propensity to trust, shopping preference, previous E-shopping experience, the perception of the characters of the websites and the perception of the characters of the E-sellers are the determining factors to the two dimensions of overall-trust.(3) According to the consumer's perception towards the E-Business, to split Internet overall-trust into two dimensions which are Credibility and Benevolence. The structure is appropriate to the Chinese consumers to some extent.