The Research Of Key Factors Affecting Consumer Trust And Trust Formation Mechanism Based On Business Network Group Model

Commercial network buy because of its low-cost advantage, the rapiddevelopment in China, because of its particularity of online shopping patterns,consumer confidence is directly related to the success of group buying industry. Atpresent,research focuses on B2C, C2C and other models, in these modes ofconsumer trust and confidence in the formation mechanism of influencing factorsalready have a foundation, and for the business model of network buy more than justlearn from the research results still a lack of empirical research affect the wayconsumers buy site key factors of trust and confidence in this scenario, the formationmechanism. Therefore, based on this study hopes to B2C, C2C and other modes ofresearch development, through a combination of theoretical and empirical approachto determine the commercial network buy environment, the key factors affectingconsumer confidence and explore these key factors of trust formation mechanism.Key factors in this study based on the theory of screening using the empiricalanalysis, which is extremely rare in the current study, while the case of commercialnetwork buy for the formation mechanism of trust and consider the relationshipbetween businesses and buy site in existing research is more rare.Key factors in the determination process: first, through the357consumersurveys, analysis of initial screening through membership of some consumersbelieve that the key factor; Secondly, membership based on the analysis, evaluationby setting twenty-two questionnaire for32experts (21managers,11scholars) wereinterviewed, using the software for data Yaahp a hierarchical analysis to determinethe final key factor and the corresponding weights. This section come to thefollowing findings:(1) affect consumer confidence by buy site buy site, businesses(or companies) and consumers, which mainly affected and businesses buy website(or company) effects;(2) to determine the key factors in the security of buy site themost critical, followed by commodities (or services) quality, and then followed bythe buy site’s reputation, businesses (or companies) the reputation of the consumers buy site evaluation, consumer the tendency to buy experience and trust.In the study of the formation mechanism, through the364consumers weresurveyed Epidate3.0software for data collation and use SAS9.1, AMOS17.0statistical software such data were collected by the reliability and validity analysis,differential analysis, correlation analysis and regression analysis. Proposed in thisstudy validate the theoretical model, come to the following findings:(1) differentages and monthly income, different professions and different parts of the trustconsumers buy site evaluation there are differences, there is no other consumercharacteristics differences;(2) perception aspects buy site buy site for consumersperceive the trust has a positive impact, particularly in the perception of thecredibility of the buy site has significant differences;(3) perception merchant (orcompany) aspects buy site factors on consumer perception of trust has a significantpositive effect;(4) in the perception of consumers buy the site’s trust in businessesand there is a relationship between the buy site, business factors positively influenceconsumers buy site evaluation.