| With the development of the Internet, online shopping has gradually become a part of human life. A large number of studies of online shopping have been researched in the perspectives of sociology, psychology and management. College students is the main group of online shopping, thus it is very important to study the trust of online shopping among them. Understanding the characteristics of online shopping trust among contemporary college students, on the one hand, is to further understand of Internet shopping trust, and, on the other hand, is to provide the basic studies for how to improve the trust in online shopping.On the base of literature review, interview, and open questionnaire investigation, I assumed the theory of online consumer trust of college students. The result of exploratory factor analysis (EFA) showed that three dimensions were the most appropriate for the data and they could be named as:1) benevolence, one believes that online suppliers care about one and are motivated to act in one’s interest;2) integrity, one believes that online supplier make good-faith agreements, tell the truth, act ethically, and fulfill promises;3) competence, one believes that online suppliers have the ability or power to do for one what one needs done.In order to verify the consequence of EFA, the data of468participants were used to conduct confirmatory factor analysis (CFA), and the results showed that all the indices reached requirements. And the correlations, between dimensions and total score, among dimensions, and between dimensions and criterion variable, all meet the requirements of psychometric standards. The internal consistency coefficient of the scale is0.849. Therefore, the scale I developed has good reliability and validity, and could be used to measure the online shopping trust among college students.Eight hundred and sixty-six participants from Chongqing, Guizhou and Zhejiang provinces were investigated to explore the characteristics of online shopping trust among college students. The findings are as follows:(1) The online consumer trust scale I developed includes three dimensions:(2) The online consumer trust scale I developed has good reliability and validity, and could be used could be used to measure the online shopping trust among college students.(3) The level of online shopping trust among college students, in general, is at average level. The levels of three dimensions are:benevolence> integrity> competence.(4) There is a significant difference between gender among integrity, competence and total score, and there is no significant difference in benevolence.(5) Students from different grades have different levels of online shopping trust. Among benevolence, integrity and total score, juniors＞freshmen＞sophomores; In competence, the order is that:freshmen＞juniors＞sophomores.(6) Unpleasant experiences will lead to low level of online shopping trust. One who has more unpleasant online shopping experiences will trust less of the online supplier.(7) Disposition to trust is significantly correlated with online consumer trust, and to some degree, disposition to trust can predict online shopping trust. |
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