A Study On The Influencing Factors Of Consumer Trust In Group Purchasing Network Under Mobile E - Commerce Environment

With the popularity of 4G communications technology, and widespread use of intelligent mobile Internet terminals, Internet-based wired Internet e-commerce model is gradually transferred to the mobile e-commerce.With the network group purchase as the representative of local services and various functions of mobile phone terminal in-depth integration, In recent years the group purchase network services in the mobile phone terminal with the geographic position locating and life information services in areas such as the further push fit, which to promote rapid infiltration of the consumer group purchase. But with the rapid development of group purchase network at the same time, its further development is challenged, especially the lack of trust, at present it has become one of the main reasons hindering the development of group purchase network. In the mobile e-commerce environment, Due to the mobile character and trust system of mobile e-commerce is not perfect and other reasons, The possibility of mobile consumers in the Internet is very big loss, trust has become the biggest “bottleneck” of mobile e-commerce environment group purchase network development.This paper summarizes the results of scholars associated with the study of consumer trust in mobile e-commerce environment, the influencing factors of consumer trust in the group purchase network under the electronic commerce environment is divided into five aspects: online consumers(trust propensity, past shopping experience); online merchants(merchants reputation, business communication); mobile platform(mobile network technology, mobile terminal); network shopping platform(network shopping platform scale, network shopping platform availability); APP(APP usability). Set up a comprehensive model of multi factors influencing the group purchase network consumer trust in mobile e-commerce environment.Then, this paper takes the mobile phone group purchase network as an example, the above model is an empirical study, 363 valid questionnaires were collected, verified the reliability and validity of the questionnaire used SPSS statistical software. Finally, structure model used for analysis, analysis shows that: in the mobile electronic commerce environment group purchase network, consumers in the past shopping experience, business communication, networkshopping platform scale, mobile network technology, mobile terminal and APP easy to use 6 factors to influence consumer trust.