Build Trust In E-commerce Buy Network System Model And Empirical Research

With the rapid development of information technology and the innovation ofnetwork marketing mode, China’s online turnover presents the trend of increasingyear by year. Rapid development of online shopping has made our group purchaseindustry rise. According to the airy consulting report shows that in2012, e-commercetransaction scale to1.304trillion yuan, a66.2%growth in the previous years.Although group-buying web sites’ development momentum is swift and violent,turnover increase from month to month, but the disappearance velocity of thegroup-buying web sites is really worrying. According to the China ElectronicCommerce Research Center released the“2012China network group buying marketdata monitoring report” shows that in2012the group buying industry in our countryfrom3652down to the end of the year2695. Media exposure out the trust problemsof group-buying websites frequently, has become a bottleneck restricting thedevelopment of group-buying web sites. In order to solve this problem, literaturefrom the view of building institutional trust’s subjective and objective trust system,explore institutional trust models and put forward relevant assumptions. Through thestatistical analysis to the model, validate the assumptions correct or not..First of all, literature review on researches on e-commerce trust and institutionaltrust. Summed up the current e-commerce institutional trust’s mainstream researchdirection and shortcomings, and laid a good foundation for the theoretical frameworkof this article.Second, make questionnaire, and make sure the measure indicators.Questionnaire mainly aimed at the institutional trust，trust intention, and trustbehavior to design problems. Main distributed object is undergraduate students ofYunnan University of Finance and Economics, recycling questionnaire, analyze theeffective questionnaire. Again, build institutional trust model of group purchase, and put forwardrelevant assumptions. Through the SPSS software to do descriptive statistics analysis,questionnaire reliability and validity analysis. Through the SmartSLP2.0software toverify the model, then test hypothesis is correct or not.Finally, in view of the model of institutional trust put forward countermeasuresand suggestions for the future development of group purchase, i.e., improve thepurchasing process, establish a normal environment of network trading; establish andimprove a sound electronic business laws and regulations; perfect the third partypayment transaction platform and third party certification platform; and improve themechanism of reputation feedback; strengthen the supervision of the social from allwalks of life and terms of services.